Taking Advantage of Gas Prices with PPC

By shanesnow
Published on July 7, 2008

With the economy in recession and gas prices soaring, one might assume that the Internet economy could slump as well, meaning dwindling profits for many businesses. However, as Yahoo! pointed out in their search marketing blog post, Making Lemonade out of Lemons, high gasoline prices actually could mean more online traffic and even sales.

PPC managers, both those in-house and with agencies, can take advantage of high gas prices through their ad copy. Because gas prices aren’t just economically tough, but also take what one Texas news station calls an “emotional toll,” ads focusing on gas-saving benefits may see great results.

Yahoo! gives the example of running cookware ads that stress the savings and ease of cooking at home rather than driving to a restaurant. But even simply using phrases like “Save On Gas. Buy Online!” may evoke an emotional response from potential customers.

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2 Responses to “Taking Advantage of Gas Prices with PPC”

  1. JustinM says:

    I would imagine this would evoke a much more emotional response if you offered free or discount shipping.

  2. jameszol says:

    @Justin – Do you ever feel like free or discount shipping is offered too much? It’s almost a user expectation now more than an emotional pull to get somebody to buy…of course, your comment and my response are relative to certain industries or products. Testing ‘free’ or ‘discount’ shipping and ’save on gas’ would probably be a worthwhile in most cases. For some products/industries the gas tag line would do better and for others the free/discount shipping will clearly outperform the other.

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