search in a recession - dpac
DESCRIPTION
Presentation from DPAC II 10/27/08. Topic: "Is Search Recession-Proof?"TRANSCRIPT
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Is Search Recession Proof?
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Our Panel
• Gerry Bavaro, Executive Vice President, Didit
• Patrick Harris, National Sales Manager, Search
Agency Sales, Microsoft Advertising• Debbie Johnsen, Director of Interactive
Marketing, Leading Hotels of the World
• Aaron Goldman, VP, Marketing & Strategic
Partnerships, Resolution Media
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Agenda
• Is Search Recession Proof?
• Search Behavior in a Recession
• Purchase Behavior in a Recession
• Search Marketing Best Practices in a
Recession
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Is Search Recession Proof? YES!
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Is Search Recession Proof? YES!
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Is Search Recession Proof? NO!
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Is Search Recession Proof? YES!
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Is Search Recession Proof? YES, BUT…
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Is Search Recession Proof? YES, BUT…
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Is Search Recession Proof? YES!
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Is Search Recession Proof? YES!
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Search Behavior in a Recession
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More Time Spent Online
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The Internet as an Escape
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Search Engines Frequented
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25% YOY Increase in Queries
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Purchase Behavior in a Recession
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Consumers are More Cautious
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More Likely to Window Shop
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CPG and Pharma Seem Safe
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Search Marketing Best Practices in a Recession
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Keyword Selection
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Copy/Messaging
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Compete on PriceUse words like cheap, discount,Free shipping, special offers, etc.www.LowestPrice.com
The Brand RulesFocus on key brand attributesto differentiate your product.www.BestBrand.com
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Landing Page Testing
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Bid/Campaign Management
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Fare Thee Well…