Lean times call for reducing budgets, we get it. Unfortunately many businesses look too early and often to cut costs in their PPC (Pay-Per-Click) efforts. This is a dangerous tactic. While it's easy to question the resources allocated to this area when evaluating ROI (return on investment), it's important to consider the ground you would potentially lose by doing this as well as the time, effort and money it'll take to rebuild when you start losing results. There's no need to abandon your paid search campaign altogether. We've put together four fundamentals to keep in mind when you're planning your online advertising strategy on a reduced budget along with assessing what works and what doesn't.