It's a tough time to be a marketer. Consumers are distracted, financial futures uncertain and volatility is hardly guaranteed. This is a time when self-awareness, realism and tact are Industry Email List essential for success. We have to go fast, but controlled. Tomorrow will be different from yesterday, and in two days, different from today. Can we trust automation in a crisis? When everything is different depending on the time, can we trust machine learning? Will Industry Email List our automation scale fast enough and deliver the insights we need? Should we go back to the good old days of staring at the screen around the clock, watching metrics change in real time?
Yes, automation can keep pace with appropriate inputs. No, you shouldn't go back to the stone age of SEM (even though my beard says otherwise). Every situation is different, so you need to assess your own business from your own perspective. Below Industry Email List are eight key things to watch and adjust to ensure the success of your search campaigns in Industry Email List times of extreme volatility . Bid modifiers should scale with behavior First of all, the time bid modifiers are (probably) faulty. Or rather, they need a reassessment. COVID-19 has pushed much of the world into hibernation, working from home with disrupted family life to boot. Normal demand curves no longer look normal.
I took a look at one of our “normal” clients to Industry Email List see how search volume changed before and after the crisis. Weekends are adjusting, lunch break and “commuting to work” peaks have flattened out. We remember volume nose dive Friday + Saturday night. We saw a slight increase on Sunday evening as people returned to their computers. The current state is… well, different. I suspect it will be different for your accounts as well. Chances are your curves have Industry Email List changed - you should check if your assumptions are true. We can also expect the geographic volume to change significantly. People are no longer commuting, so we can expect a change in searcher behavior around cities.