Help Your Clients Tweak Their Search Ad Strategies

BY Kathy Crosett
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As consumers continue to practice social distancing across the U.S., you should help your clients tweak their search ad strategies. After all, businesses want to continue to employ their workers, and to do that, they must sell products and services. Not surprisingly, businesses are experiencing vastly different returns on their search marketing investments, depending on the industry vertical they operate in. A WordStream analysis, authored by Mark Irvine, of Google ad trends, provides helpful insights that you might want to share with your clients.

These days, consumers are still searching online. What they’re looking for has shifted significantly since the impact of COVID-​19 has increased. And consumers aren’t always in the mood to buy. On average, conversion rates have dropped 21% in the past few weeks, but that doesn’t mean disaster for your clients.

Businesses with Improved Outlook

The possibility of getting the coronavirus weighs heavily on everyone’s mind. This anxiety explains why pharma companies have experienced a 34% increase in search ad clicks and a 47% conversion rate from search ads.

While consumers are locked inside, they’re looking for something to do, specifically, something to watch. Entertainment companies that provide online media have experienced boosts in search ad conversions as follows:

  • Movies, films, DVDs 7%
  • Sports 30%
  • On-​demand media 102%

Businesses with a Challenging Outlook

Conversion rates for new vehicles have dropped by nearly 30%. Consumers may be nervous about purchasing a new car when they don’t know if they will have a job next month. Auto dealers may want to shift ad campaigns to emphasize their repair and maintenance services as conversions in that category have jumped over 40% in the past few weeks. They can offer to pick up and drop off vehicles to reduce personal interaction.

While consumers may be checking out real estate, they aren’t converting for activities like open houses. However, in the coming weeks, they’ll be interested in private home tour appointments with agents. This activity may increase after restrictions ease about social distancing and as the traditional spring home buying season comes around.

 Search Ad Strategies

Search ad outcomes are sensitive to shifts in times of day, day of the week and season. When disasters occur, search advertising performance can take a big hit. Your clients can also make this format work for them if they pay attention to what consumers want and to how they can meet specific needs. To learn more about which consumers respond to search advertising, check out the AudienceSCAN profiles in AdMall by SalesFuel.