An expert has offered advice on how to harness pay per click services to drive business during the downturn.

As consumers look to rein in their spending, pay per click ads should focus on price and the potential cost savings the company could offer to customers, Brad Geddes of training company bgTheory wrote in a Search Engine Land column.

It is a good idea to consider using keywords linked to coupons, sales, discounts and low prices in ads and on landing pages, with this content ideally being tested for effectiveness by the marketer, Mr Geddes advised.

He added that it may be useful to advertise how the company can offer greater value than its rivals.

"There are many ways to add additional value to your products – from saving money, to free upgrades, to not having to buy more of another product. You don’t even have to change your margins to add additional value," Mr Geddes stated.

Google recently announced that aggregate paid clicks rose by 18 per cent in the fourth quarter of 2008 compared with the equivalent period in 2007.

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