For many, 2009 was a year full of financial turmoil that they're eager to leave behind.  Now more than ever, those in the enviable position of having personal finances to manage are keeping a vigilant eye on their savings, investments and tax filings.  With 2010 just around the corner, now is the time to optimize and expand your PPC campaigns so you'll be ready to capture the traffic that comes with this seasonal spike in tax-filing related search queries.

Last week, Kyle Getz wrote a blog post urging health and fitness advertisers to prepare their campaigns for the upcoming seasonal spike in that vertical.  Although the tax preparation industry is very different, his checklist for things you should do to get ready for this seasonal opportunity at the start of the new year are still relevant.  Additionally, here are some specific steps over the next few months that should help you stay ahead of the game:

December 

Ensure your keyword coverage is as comprehensive as possible with Microsoft Advertising Intelligence, a useful tool with keyword expansion and monetization functionality (among others).

Monitor your maximum bid strategy; determine the optimum position for your keywords in relation to your competitors by evaluating ROI on a regular basis.

Perform A-B testing with your ad copy to discover what works and leverage it throughout your campaign, and what doesn't so you can delete those ads.

January

Implement a more aggressive bid strategy to ensure top positioning - competition will increase, driving prices for popular, traffic-grabbing keywords higher.

Review your adCenter reports to closely monitor average positions throughout the month to ensure optimum visibility.

February

Update bids early on to secure consistent average positions.

Shift ad copy strategy as needed to maximize click-through rate (CTR).

March

Expand keyword coverage for tax refund terms* and file extension.

Increase maximum bids near the end of the month to prepare for the deadline rush.

April

Maintain top positions for last minute deadline.

Pause campaigns after tax season ends so they can be easily utilized next year.

*Our partners in Media Analytics Services have put together a list of keywords that you can leverage in your own campaigns, but please note that you need to review all terms for relevancy to your own campaigns before uploading to avoid both editorial disapprovals and a poor experience for both you and potential customers.