PPC marketers should 'continue through downturn'

15:00 3rd February 2009

There should be no let up in the campaigns of pay-per-click (PPC) marketers during the economic downturn, according to one expert.

Speaking to Search Engine Land, PPC educational trainer Brad Geddes has implored firms not to stop their PPC marketing drivers during the recession.

Mr Geddes suggested that it is only with sustained campaigning that companies can gauge the feelings of customers towards a product or service.

He commented: "Effective PPC embraces landing pages and ad copy that speaks to your customer's desires.

"You need to continue testing your offers regardless of the economy to learn when your customers are purchasing your product for different benefits."

Meanwhile, the E-Commerce Times has handed PPC marketers a money-saving tip for the recession, recommending using PPC results in analysis when compiling keyword lists.