The panel discusses whether search marketing is recession-proof. While some panelists believe search is recession-proof, others believe it is not or it depends on certain factors. The document then discusses trends in search behavior and purchase behavior during a recession, such as people spending more time online for escape and searching more but being more cautious consumers. It provides recommendations for search marketing best practices in a recession, including focusing keywords and messaging on price, differentiating on brand attributes, testing landing pages, and optimizing bid and campaign management.

1. Is Search Recession Proof?

4. Is Search Recession Proof? YES!

5. Is Search Recession Proof? YES!

6. Is Search Recession Proof? NO!

7. Is Search Recession Proof? YES!

8. Is Search Recession Proof? YES, BUT…

9. Is Search Recession Proof? YES, BUT…

10. Is Search Recession Proof? YES!

11. Is Search Recession Proof? YES!

12. Search Behavior in a Recession

13. More Time Spent Online

14. The Internet as an Escape

15. Search Engines Frequented

16. 25% YOY Increase in Queries Source: comScore

17. Purchase Behavior in a Recession

18. Consumers are More Cautious

19. More Likely to Window Shop

20. CPG and Pharma Seem Safe

21. Search Marketing Best Practices in a Recession

22. Keyword Selection

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. Landing Page Testing

25. Bid/Campaign Management

27. Fare Thee Well…