Search In A Recession - DPAC

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Presentation from DPAC II 10/27/08. Topic: "Is Search Recession-Proof?"

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  • Search In A Recession - DPAC

    1. 1. Is Search Recession Proof?
    2. 2. Our Panel <ul><li>Gerry Bavaro , Executive Vice President, Didit </li></ul><ul><li>Patrick Harris , National Sales Manager, Search Agency Sales, Microsoft Advertising </li></ul><ul><li>Debbie Johnsen, Director of Interactive Marketing , Leading Hotels of the World </li></ul><ul><li>Aaron Goldman , VP, Marketing & Strategic Partnerships , Resolution Media </li></ul>
    3. 3. Agenda <ul><li>Is Search Recession Proof? </li></ul><ul><li>Search Behavior in a Recession </li></ul><ul><li>Purchase Behavior in a Recession </li></ul><ul><li>Search Marketing Best Practices in a Recession </li></ul>
    4. 4. Is Search Recession Proof? YES!
    5. 5. Is Search Recession Proof? YES!
    6. 6. Is Search Recession Proof? NO!
    7. 7. Is Search Recession Proof? YES!
    8. 8. Is Search Recession Proof? YES, BUT…
    9. 9. Is Search Recession Proof? YES, BUT…
    10. 10. Is Search Recession Proof? YES!
    11. 11. Is Search Recession Proof? YES!
    12. 12. Search Behavior in a Recession
    13. 13. More Time Spent Online
    14. 14. The Internet as an Escape
    15. 15. Search Engines Frequented
    16. 16. 25% YOY Increase in Queries Source: comScore
    17. 17. Purchase Behavior in a Recession
    18. 18. Consumers are More Cautious
    19. 19. More Likely to Window Shop
    20. 20. CPG and Pharma Seem Safe
    21. 21. Search Marketing Best Practices in a Recession
    22. 22. Keyword Selection
    23. 23. Copy/Messaging Compete on Price Use words like cheap, discount, Free shipping, special offers, etc. www.LowestPrice.com The Brand Rules Focus on key brand attributes to differentiate your product. www.BestBrand.com
    24. 24. Landing Page Testing
    25. 25. Bid/Campaign Management
    26. 26.
    27. 27. Fare Thee Well…

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