Admittedly, SEO and PPC are two separated marketing channels with unique roles and tactics. But, what we sometimes tend to forget is that they both have the same goal: attract qualified visitors to website.
Every day, more paid search advertisers are pausing campaigns among coronavirus upheaval. Many campaigns from travel, events, luxury, to automotive car dealer, etc. have been suddenly stopped during the last 2 weeks.
While governments are taking radical measures to slow the spread of COVID-19, search and conversions behaviour changed just as quickly.
In automotive, users show less interest in searching and buying facing the prevailing uncertainty. CPCs, impressions, website traffic and daily spend continued to fall for the past days.
Nowadays, search marketing is rapidly evolving towards more automation and personalisation. In this context, IF functions in Google Ads are a flexible and fast way to personalise Ad messages.