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Maximising Search During an Economic Downturn

Now, more than ever, businesses need to be cost-effective in allocating their marketing spend. The online channel has several advantages in that it is highly measurable and offers targeted advertising opportunities based on niche consumer habits.

This report highlights recent Australian consumer search trends during an economic downturn, covering three key industries: financial services, travel and retail. Topics include:

• Leveraging generic terms for new customer leads.
• Benchmarking paid search spend against industry averages.
• Implementing best-practice solutions in Search Engine Optimisation (SEO), Pay-Per-Click (PPC) campaigns and Landing Page Optimisation.

Hitwise Authors:

• Sandra Hanchard, Senior Analyst.
• Stuart McKeown, Search Marketing Product Director.

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