Rule #1 in a down economy: Don’t stop using techniques that work!  Budgets are being cut left and right with the recession, but the problem is that people are cutting valuable techniques, and thus are limiting really successful campaigns.  If a PPC campaign costs $3650, but is showing a 400% return on ad spend, why on earth would you cut it to $500?  That makes no earthly sense.  Don’t quit using techniques that work! Trim the fat from nebulous or unclear marketing campaigns, lower your overhead, do what it takes, but the fact is, if it works and pays for itself, there is always money in the budget.