Search Advertising in a Recession - Part 2

- The best weapon in a recession

"The time is fast coming when men who spend money (on advertising) are going to know what they get. Good business and efficiency will be applied to advertising. Men and methods will be measured by the known returns, and only the competent men can survive."
 - Advertising pioneer Claude C. Hopkins in his influential book Scientific Advertising

Search isn't immune to times of economic uncertainty; however science can deliver accuracy that will help marketers see their brands ride high.

By using mathematical models to determine cost-per-click and conversion rate, an agency can leverage optimization technology to create a campaign strategy that reflects business goals. That goal could be maximizing revenues within a fixed budget or, as vital in a recession, reaching a sales target while minimizing costs.

This model provides far greater forward visibility into campaign performance. It also enables marketers to make informed decisions when determining their budget for search. Trackability plus accountability makes search the only viable option for marketers navigating their brand or product through a recession. The marketer is always in control and campaigns can be fine-tuned along the way to maximize ROI. Additionally, predictive modeling technology can reduce search spend while keeping volumes steady.

In a recession, control and targeting will become vital if organizations are to remain competitive. Daily budget caps, geographic targeting, and site targeting give search marketers unprecedented control and flexibility. Hopkins would have loved it.

(Search Advertising in a Recession - Part 1)

~ By Jonathan Beeston, Client Services Director, Europe