{"id":224137,"date":"2020-03-27T18:22:02","date_gmt":"2020-03-27T12:52:02","guid":{"rendered":"http:\/\/54.251.169.215\/?p=224137"},"modified":"2020-04-18T17:10:28","modified_gmt":"2020-04-18T11:40:28","slug":"how-covid-19-has-impacted-google-ads-results-data","status":"publish","type":"post","link":"https:\/\/qcsglobal.com\/blogs\/how-covid-19-has-impacted-google-ads-results-data\/","title":{"rendered":"How COVID-19 Has Impacted Google Ads Results [Data]"},"content":{"rendered":"\n
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COVID-19 has evolved into a global event impacting public health as well as the economy. These are uncertain times, and we don’t have all the answers, but what we do know now is that small businesses<\/a> have felt sudden changes in their campaign performance as a result of this worldwide pandemic.<\/p>\n

We\u2019ve seen that global events often impact PPC performance<\/a>, and COVID-19 is no exception. As businesses change their operations, people stay in their homes more, and the world reacts to a pandemic unfolding in real time\u2014they turn to online search and news for answers to their questions and solutions to their new needs. For some advertisers, these new searchers are driving new audiences to find their way to advertisers’ sites, and some are becoming new customers. For others, the results aren\u2019t as great, and the strategies will need to shift.<\/p>\n

At WordStream, we\u2019re looking across tens of thousands of advertisers to understand the impact of COVID-19 on PPC advertising. In this article, we\u2019ll examine several industries that have noticed serious changes to their Google Ads accounts over recent days and weeks as COVID-19 has spread and interrupted normal life and business.<\/p>\n

In the United States, Google\u2019s searches have shifted<\/a>, but largely remained constant. But in the past week, we\u2019ve noticed Google search ad impressions begin to decrease modestly\u20147% below average. That\u2019s not uncommon, particularly during holiday weeks, but it was certainly not expected by many advertisers.<\/p>\n

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What is uncommon is how searchers are behaving. As they flock to the SERP, we\u2019re seeing that searchers might be looking for something entirely different and so the clicks aren\u2019t worth your PPC ad spend<\/a>. Others are more hesitant to convert today. Since COVID-19 became epidemic in the United States three weeks ago, we\u2019ve seen conversion rates drop by an average of 21%.<\/p>\n

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Of course, every industry sees different performance with Google Ads<\/a>. So it’s imperative that we look at things a little more closely.<\/p>\n

Here are seven industries seeing an increased volume, seven with mixed performance, and seven industries hit the hardest.<\/p>\n

7 industries with increased volume\/performance during COVID-19<\/h2>\n

Some businesses are experiencing increases across metrics during the time of this pandemic.<\/p>\n

Non-profits and charities<\/h3>\n

In times of crisis, we often see the best in people, and that\u2019s even true on the Google SERP. As COVID-19 has spread, non-profits and charities have seen:<\/p>\n