Pay Per Click
Is Paid Search Marketing Recession Proof?
EarthMonkey talks to Pay-Per-Click expert Dave Dibble, Managing Director of Saurus
We’re often asked how our clients are reacting to the economic climate. It’s true that clients are paying more attention to their daily budgets, their cost per click and to their conversion rates. Our strategies remain relatively unchanged as a result of the economic climate because great PPC optimisation has always been about getting the best results from the lowest spend.
Paid search marketing spend is increasing at a time when most other forms of marketing are in decline. One of the reasons behind this phenomenon is "risk avoidance". When times are good and marketing budgets are high, advertisers are prepared to take risks with their marketing spend. When budgets are tight the opposite is true and budgets are focused on strategies that advertisers know work well.
If you run an ad in a newspaper or on radio you may have a "gut feeling" that the campaign has been effective. You may notice a general rise in sales or more enquiries but it’s difficult to pin down exactly which advert generated which sale. If you have a varied marketing programme, how do you know if the rush of sales you have experienced is as a result of your poster campaign, your radio ads or your newspaper ads.
One of the most significant benefits of PPC marketing is that tracking allows you to know which campaigns, adverts and keywords generate which sales and affords you the control to make improvements in the right areas. In short, PPC allows you to make evidence based decisions about where and when you should focus your marketing spend.