Selling paid search is easier in the recession

2 July 2009

Further to your Search Special (nma 28 May 2009), the recession is actually making selling paid search easier. If marketers are going to spend any money, then it will be through a channel that offers instant results, guaranteed ROI and flexibility.

As you suggested, media owners can help in this economic environment by promoting best practice and collaboration. Some clients believe they can run fantastic search campaigns on their own, but many fall short of the standard produced by an agency. With the end of Best Practice Funding last December, Google effectively removed a sweetener for agencies.

But in reality, it’s not a kickback that we want. It would be much better for the media owners to identify those client organisations running poor campaigns created in-house and introduce them to expert external agencies. Everyone would win - the media owners promoting search, the agencies by accruing extra business, and the client companies, which would see much better ROI.

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