Is PPC Recession-Proof?

The importance of PPC today has never been so important. Recent findings show that traditional media marketing continues to suffer in the testing times our economy currently finds itself in. Newspaper advertising is down yet search (the largest online ad segment) continues to remain steady with the projected revenues for 2008 tracking at about the same level so far this year. Recent figures from Google confirm that online spend is up in 2008 so this all bodes well, pointing to the likelihood of increased revenues for businesses with a savvy online marketing strategy.

Whilst PPC is continuing to hold firm the second largest online marketing medium, display advertising, has suffered with many companies cutting back on this medium due to the economic conditions. It is more and more evident that an agency that manages all of a businesses online marketing is the most effective. Close monitoring of ROI being achieved for clients is crucial and the ability to act fast and make informed decisions about where to spend a client’s money is vital.

It is a surprise that display advertising is down as it is such a good branding medium. Advertisers should be moving away from ineffective traditional offline brand advertising that is hard to measure to online display advertising which is more effective and can be measured more accurately.

So this time of recession points to the fact that many advertisers may be acting logically when it comes to online marketing spend and the steadiness of PPC and search points to the fact that online marketing may be more recession proof than other advertising formats.