Trends for 2009: #6. Paid Search advertising (i.e. Google's revenue) will grow substantially again (i.e. Time to invest in Google?)

Web traffic will continue to climb. Web shoppers will increase in numbers. Web surfers will continue to start their purchase process on a search engine. The search engine of choice will continue to be Google, and in fact their share of the search market will grow dramatically.

Simultaneously ... Marketing budgets will drop. Marketing departments will be under more pressure then ever to draw prospective customers in.

So, what is a Marketer to do? In 2009 Marketers will spend more time than ever before focusing on Search Marketing - both paid and organic. Paid search advertising however is the easiest and quickest way to make things work.

It is likely that paid search advertising costs will actually increase substantially in 2009, as more Marketers bid on common phrases. Nonetheless, a good search strategy is still going to be substantially cheaper, much more effective, and infinitely more measurable than any signficant newspaper ad.

Search Marketing strategies to focus on in 2009:

• Do Paid Search Engine Marketing: Oh, and do it well. Track the ROI of keywords and be sure that you are making your money on every word that you are bidding on.
• Work your copy: A paid search ad is just a simple little bit of text. But, it may be the most powerful 12 to 15 words you ever write. Test, revise, test, revise, and don't stop. Make sure that every bit of copy you put out there on those search ads is on brand and works as well as it possibly can. Additionally, customize copy for each search term you have out there. You should have tens, hundreds, or even thousands of ads floating out there in the ether of the search world.
  
• Create Landing Pages: Every paid search bid should have its own purpose-made landing page with your call to action highlighted. No one should ever click on your paid search ad and end up at your home page (or worse, a 404 error).
• Do Organic Search Engine Optimization: SEO is "free" and having a high organic rank will pay off rapidly - even in places where you are also bidding on a relevant keyword. But, to be honest, SEO isn't free and it isn't a one-time project. SEO requires solid resourcing with people who have a good understanding of what they are doing. It is also a journey not a destination. So, you have to be prepared to continually revisit your SEO and tune your website.

Will I be right? The year will tell!

• Follow this blog and watch for the next marketing trends I'm forecasting for 2009.
• Feel free to contact Market GoGo to discuss this further.