Internet Retailer recently surveyed a wide spectrum of marketers on the performance of various types of marketing since the recession hit last year. Interestingly, 42% of companies surveyed reported that paid search outperformed other forms of marketing, while 36% said it was on a par with others.
One possible reason why: It’s easy to be nimble with paid search. It can be scaled up or down quickly as results and budgets dictate, making it a good choice for volatile markets. Quick turnaround times also mean that merchants can fine-tune plans on short notice, while most other media require longer lead times to implement changes.