Have Google Ads Been Impacted by COVID-19?

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Have Google Ads Been Impacted by COVID-19?

Google

In a matter of just a few months, COVID-19 has transformed our world. The impact has been so massive even Google has been affected by it. According to Google, there has been over a 260% increase in searches related to COVID-19 since the start of February.

How Has This Pandemic Impacted Google Ads?

There has been a major change in the buying behavior of consumers. This difference is one of the foremost factors that have impacted PPC (Pay Per Click) advertising.

Regardless of your business type and size, some trends are developing across most industries, especially health and medical. These changes will probably impact your marketing strategies in the future.

New Consumer Concerns: According to Google, there have been 5 main changes in consumer trends that are impacting search results:

  • Collecting important data;
  • Seeking new connections;
  • Adapting to a new routine;
  • Expressing gratitude to frontline workers;
  • Increased interest in self-care and concern for others.

You and your team to should keep changes in consumer trends top of mind, not just to support your clientele, but also to assure them that you truly care for them via your content. This will make you stand apart from your competition.

Night Searches Increasing: Another change that has been trending since the outbreak of the pandemic is an increase in searches during the nighttime hours, which is impacting impressions on Google. With this change in mind, plan a smaller budget solely dedicated to running your ads even at odd hours.

False Intent: With a drastic rise in certain keyword searches, many campaigns will lose their targeting, so it is extremely important to monitor your Google Ads account daily. One of the most effective ways to avoid wasting your ad spends on inapplicable searches is to evaluate the report of keywords. Identify the confusing ones so you can act accordingly.

Emphases on COVID-19 Response: Consumers are noticing the tiniest details regarding how a business is responding to the current situation. The way your business reacts to the pandemic is more important than you might think, because it is going to leave a strong mark on your base and their loyalty.

Now is the time to analyze your Google Ads account to assure great results. If you need help navigating your Google Ads campaign, we can help.

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