As consumers modify their spending patterns, their search behavior—the keywords and terms they use to locate products and services—also change. We recently culled over half a million search terms containing a certain modifier.

It is no surprise that the recession has affected online consumer spending habits. In lean times, people are more apt to curb spending and seek out the best bargains.

From a search perspective, it is now more important than ever for marketers to adapt their campaigns to these changes in consumer behavior to better optimize performance.

As consumers modify their spending patterns, their search behavior—the keywords and terms they use to locate products and services—also change. We recently culled over half a million search terms containing a certain modifier.

For instance, queries containing the word “cheap” would include “cheap flight,” “cheap car rental” and so on. Next we aggregated the keywords into groups based on the modifier and measured their year-over-year changes in impression volume and revenue per click (i.e. the per click monetization change).

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