Whether you believe that a full-blown recession is upon us or not the effectiveness of search engine marketing should be apparent.  If it’s not apparent, you aren’t doing it right. 

Even if Search Engine Marketing Budgets dry up next year, it should be the most effective and measurable use of your advertising dollars.  If it’s not, you’re not doing it right.   

Because PPC advertising metrics can be measured down to the keyword it can be maximized to get you the most effective use of your advertising budget.  If you are not measuring conversions and return on ad spend and executing your bidding strategy based on that data, you’re not doing it right. 

Even if consumer spending goes down, if you do it right, Search Engine Marketing should be your most cost effective use of your companies advertising spend.    How do you do it right?  Three simple rules:   

  1. Optimize for Conversion – Not for “Traffic” or “Branding” purposes
  2. Give searchers the most relevant experience possible and don’t make them work to get what they want
  3. Use search data, not you ego or your gut, to make bidding or page content decisions

It’s quite possible that consumers and businesses are going to be a little more frugal with their spending in the coming months, that doesn’t necessarily mean that they stop spending, but it does mean they are more careful with their spending and should mean that they spend more time shopping around for the best buy on the Internet.   

We have had an outstanding year for our clients Search Engine Marketing Campaigns using these three rules – or at least using them as much as clients will allow us to use them.  Our clients have seen exploding sales and customer leads across several industries that are supposed to be having a bad year.  Given full power to execute on those three rules, I would expect those great results to continue for our client’s recession or not.

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