» 6 PPC Strategies to Consider During These Economic Times

I’m sure many of you hear the same thing I do: the wedding industry is recession proof.  And indeed there is some truth to that because people will always want to get married.  But as the news seems to get worse each and the stock market continues it tumble downward, being prudent would be a smart idea right now.  As a wedding vendor you have to consider your budgets carefully and as many of you start advertising on the search engines PPC ad systems, competition will drive the cost up over time.  The folks over at the Rimm-Kaufman Group Blog noted 6 PPC strategies to consider right now that I think are worth paying attention to:

  1. Have clear economic targets. Be exact with how much traffic you want or will spend.  Don’t be vague right now.
  2. Use strong bid management tools. If you outsource your PPC, stay in touch with your account manager.  If you do it yourselves, keep a watchful eye on it.  Don’t just let your PPC campaigns sit around.
  3. Shift ad dollars to stronger channels. Consider all your advertising options and use the methods with the greatest return, which may mean putting more into paid search and less into bridal events for instance.
  4. Seek capped agency or technology fees. Just make sure if you outsource your PPC campaigns, that fees don’t eat into your margins too heavily.
  5. Protect your bottom line first. Revenue targets set in 2007 may not work right now and you’ve got to be constantly adjust your targets right now.  Protect your bottom line, what that mean a year ago is probably different right now.
  6. Stay calm. Don’t over react and don’t be afraid to be creative with your advertising and constantly be testing new ad units.