Does Economy Affect PPC among SMBs?

The IAB found in its report on 1H online ad spending trends that marketers were shifting some of their money from CPM-based advertising into PPC, or performance-based ads because they’re perceived to be delivering more quantifiable value:

But someone made a comment on the post about the AMEX SMB survey I recently wrote about:

Dare I say a lot of this has to do with being able to manage cash flow, and of being able to put some level of predictability onto cash flow estimates.

This made me wonder whether at a small business level, fixed price (online ad) packages will be further reinforced by the bad economy and the need for cash-flow predictability — and that SMBs will shy away from performance-based pricing because of a lack of predictability.

Thoughts?


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