Welcome to the Best SEO Podcast! Ep. 546
The Best SEO Podcast by Bestseopodcast.com Having 1st aired in 2009, with over 3.6 million downloads in 100+ counties, “SEO Podcast, The Best SEO…
Paid Search & Ads
More PPC advertisers pause campaigns amid coronavirus upheaval by Ginny Marvin #478
During COVID-19, PPC advertisers in travel, events, and restaurants are pausing campaigns, but lower CPCs from reduced bidding create opportunities for businesses that can still serve customers.
Key takeaways
- Travel sector digital media spend dropped 62% in the first two weeks of March compared to February.
- When competitors pause PPC ads, auction-based CPCs drop, so steady-budget advertisers get more leads for less.
- Businesses should keep SEO and organic investments running during the crisis to avoid losing search positioning.
- Pivoting to virtual services, online consulting, video conferencing, and digital content can sustain revenue during shutdowns.
- Updating website messaging and hitting email lists with special offers helps brands stay top of mind with existing customers.
you cannot contract yourself to a successful business
About this episode
More PPC advertisers pause campaigns amid coronavirus upheavalAnother thrilling episode of the Best SEO Podcast, featuring "More PPC advertisers pause campaigns amid coronavirus upheaval presented by bestSEOPodcast host Chris Burres and Matthew Bertram.
Questions this episode answers
Should businesses pause their PPC ads during the coronavirus outbreak?
The hosts say it depends on the industry. Travel, events, and restaurants are pausing, but businesses in demand-based services can hold their budgets steady and actually get lower cost-per-click and more leads because fewer competitors are bidding in the auction-based system.
In their words
62% in digital media spend by the travel sector is down. A contraction of 62%. It's just crazy. In the first two weeks versus March versus February. Many competitors have pulled out entirely. CPCs have plummeted, so cost per click has plummeted because it's an auction-based system.
Host
I would say most clients are noticing a definite drop in leads and a general decrease in buying interest.
Host
Terms defined in this episode
- CPC (Cost Per Click)
- The price an advertiser pays each time a user clicks their ad in an auction-based system. When fewer advertisers bid, CPCs drop, lowering customer acquisition costs.
- Auction-based PPC
- A paid search model where ad placement price is determined by how many advertisers are bidding. Fewer bidders means lower prices for those who remain.
- Remarketing
- A digital advertising tactic mentioned as a way to re-engage existing audiences and stay top of mind during the coronavirus disruption.
Full transcript is being added.
This episode answers
Matthew Bertram
AI keynote speaker · Owner & CEO, EWR Digital · President, ModalPoint
Matthew Bertram is an AI keynote speaker, creator of DIG™ (Digital Information Governance), and owner and CEO of EWR Digital. He helps energy and industrial leaders win visibility in AI search (GEO and AEO), is President of ModalPoint and CMO of the Oil & Gas Global Network, hosts The Best SEO Podcast, and has authored eight books including LLM Visibility. More about Matthew Bertram.
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