A common adjustment businesses make in a recession, (I’m not saying we are in a recession, although many indications point in that direction), is to cut their advertising budget.
That is often found to be the wrong reaction, as cutting your advertising budget wont lead to more sales. Since cutting the ad budget is still practiced by many, your competitors might join that crowd. Or, you can go crazy and expand your marketing spend during a down turn.
I have noticed a reduction in the number of AdWords advertisers. This decreases spend per click and reduces the options searchers have, which could lead to more sales for you. Even if the general populace is buying less, they still research products which could lead to sales down the road.
Any web startup that sells a product should give pay per click a try for two reasons:
- It could be a great sales channel
- The keyword exercise is essential to SEO
What better time to do keyword and marketing (ppc) testing than when prices and competition are low.
Here are a few articles I wrote over the past year regarding pay per click advertising:
