The outbreak of COVID-19 has a huge impact on many businesses within Australia and the rest of the world.
Depending on the industry, there have been big changes in the search volume due to the coronavirus. Some obvious industries (like travel & tourism) have seen a large decline in demand. However, how are other industries trending at the moment?
Now, to indicate the impact of COVID-19 on the search volume in Australia I had a look at the data from previous years to filter out any changes in search volume due to “natural” seasonality. Then, by comparing the previous 2 weeks to the period earlier this year, we can give a rough indication of how COVID-19 impacts the search volume in each industry.
These changes in search volume (traffic) will have an impact on both your paid advertising (Google Ads), as well as your organic results.
Advertising during the Coronavirus crisis
Unknowing how things will develop over the next few week/months, some advertisers decided to take a step back and turn off their advertising campaigns. Now, each business will have to make their own decisions regarding this. It really depends on your industry and business model on how to react to the current situation.
For Google Ads, the good thing of a drop in search volume is that it will go hand-in-hand with a decline in cost. As long as your campaigns are set up the right way, you won’t be wasting your budget on any irrelevant search queries due to the coronavirus.
During these times, it’s extra critical to keep a close eye on your CPA (Cost-Per-Acquisition). If your Google Ads campaigns were profitable before, and there hasn’t been an increase in your CPA it should be safe to keep things running as normal.
For now, I haven’t noticed an increase in CPA in most campaigns that I manage. However, things develop quickly so keep an eye on your numbers on a daily basis!
Now, let’s have a look at the search volume trends in each industry over the last 12 months.