As with every other industry, the frigid economic situation gripping the world has paid search advertising in a slowdown that has pushed keyword prices low and advertising spending allowances lower. Century old banks and multinational financial institutions crumble around us, adding to the gloom of already crumbling consumer confidence. Convincing clients and investors to dip in for a healthy advertising budget at this time is tricky business. Pay per click (PPC) marketers need to brave themselves for the worst with advertising revenues slowing down in recent months. One heartening aspect is that print and TV media are losing much more in the economic turmoil, largely due to growing confidence in Internet advertising.

Let's look at a few strategies that PPC advertisers can use to respond to the chaos on Wall Street and stock markets across the globe:

1. Set clear targets

If it hasn't been done already, PPC marketing companies now need to reconsider how they choose targets and performance metrics. The level of aggression or conservatism in their campaigns should be determined efficiently to protect obscure goals from wrecking havoc on budgets and balance sheets at the end of the month. A more flexible approach to spending is advisable, with a set target being the yardstick for manipulation. After all, if conversion rates decline, so must bids on certain keywords.

2. Protect your bottom line

Most firms were quick to establish growth goals in the boom of the last few years. These times call for a change in the long term strategies which will most certainly be unviable given the current financial climate. Online businesses and advertisers must realize that decisions made now must not be driven by goals set a year ago. Growth may have been important then, but growth in today's scenario can result in ruin for many a retailer.

3. Fine tune your campaigns

With the economic slowdown, our perceptions and spending habits have rapidly changed. This shift in attitudes to expenditure and, as a consequence, our response to advertising is different. The customer, the target audience is different and as such, the advertising must rethink its strategy in ad copy. Testing newer, confidence-inspiring themes can help understand if perspectives on your products or service have changed.

4. Invest in client confidence

Changes in the financial world have shaken up investors everywhere. With confidence riding at an all time low, governments seek stimulus packages to get cash flows moving again. Similarly, paid search advertising can serve as a shot in the arm with traditionally strong retailers gaining market share throughout this period. PPC remains a tool that can offer higher value for money and must be projected as such.

At Convonix our SEO & PPC consultants talk to you to understand your business and your business goals before providing you with a SEO and PPC strategy.