Ecommerce demand doesn’t rise and fall in a straight line throughout the years.
It can build gradually, spike hard, stall, or drop with little-to-no warning. During peak shopping periods like Black Friday, Cyber Monday, Prime Day(s), Back-to-School, these swings become even more intense.
For PPC marketers, that volatility affects far more than just traffic or CPCs. It influences bidding strategies, budgets, inventory planning, campaign structures, and even internal operations.
Managing demand fluctuation isn’t just about “spending more when…
