Volatility breeds opportunity

Advertisers whose businesses revolve around market volatility will know that increased volatility translates to increased opportunity. This relationship is extremely apparent when we look at online trends. Having looked back at the VFTSE over the past two years, and compared volatility to paid search click volume against related searches on Google, we see the strong and immediate impact that the markets have on online user behaviour.


Source: Google Internal and VFTSE 

The important thing to notice here is that online search reflects macro environmental trends immensely quickly. As soon as markets move, potential consumers of your products are also on the move, and as the above correlation shows, volatility immediately translates to increased demand via online search.

Advertisers would be well advised to track trends closely using tools such as Google Insights for Search, and be able to respond with dynamic marketing budget allocation to ensure you don't cap the click leads you can capture. Ensure that you are covering all appropriate keywords with relevance to spreadbetting and forex and greet potential customers with fresh, tailored adtext.