Businesses looking for internet marketing advice on deploying search in a down economy can now take advantage of a new free guide from the Internet Advertising Bureau.
The organisation’s Search Council – a group of experts from search engines, marketing agencies and advertisers – has published a guide offering tips on areas such as optimising landing pages, ad copy, budgeting, testing and targeting.
Advice from executives at Yahoo!, Microsoft and BT is available through the publication.
Jack Wallington, chair of the Search Council, said the publication of the guide was "incredibly timely" and that it "captures the importance of re-evaluating the use of search in your marketing mix as budgets are scrutinised".
A survey conducted by E-consultancy earlier this year revealed that 63 per cent of firms were intending to spend more on search engine marketing in the upcoming 12 months, while nine per cent of companies spend more than £1 million on paid search every year.
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