PPC Impact of LowerMyBills Lowering Its Ad Bill

People have been speculating about what impact the struggling mortgage market will have on PPC advertising, a source of revenue for many domain owners. New York Times blogger Brad Stone blogs about how Experian’sLowerMyBills.com has reduced its web advertising in light of the recent mortgage crunch.

While LowerMyBills.com is a big internet advertiser, I don’t believe there will be a major impact on PPC revenue. While the mortgage market is under pressure due to subprime mortgage borrowers defaulting on their loans, other types of mortgages are still in high demand. I believe other advertisers will fill the void, competing for the lower risk (and higher value) mortgages in the form of keyword bidding. I don’t own many high performance mortgage domain names, but it would be interesting to see if there has been an impact on revenue.