Believe it or not, but the COVID-19 Virus Pandemic will define this 2020. With this imminent threat spreading like anything, it has shaped into what many believe to be an uncontrollable global crisis, impacting not just public health, but the world economy, as well!

And the scariest part of this is there’s still no conclusive solution to keep in under check- despite numerous attempts made by governments all across the sphere!

However, what we do know is numerous small-scale business set-ups have experienced unexpected changes in their Google Ad campaigns.

Global events often play a pivotal role in impacting the performance of PPC campaigns. And with this COVID-19 Virus threatening to devour everything that comes in its path, it comes as no surprise how it is influencing business marketing operations and PPC ads, everywhere!

JR Technologies Web Pvt Ltd– your reliable PPC advertisement company in Melbourne (and all over Australia) who always strives to make your online marketing easy and effective, continues its resolve even in the face of an adversary such as this Virus to serve you best as possible!

Possessing all state of the art web marketing tools; we have summed up a data-centric analysis on how the COVID-19 has impacted these 21 key industries around the globe!

Across Australia (US and other countries), Google ad searches have shifted, BUT THEY MOSTLY REMAIN CONSTANT! Yet, in the previous week, we have found ad-search volumes modestly decreasing- approximately 6-7% below the standard forecast!

This is not something unexpected with most businesses undergoing a lock-down stage! Yet, this decline has countless business runners and advertisers worried!

BUT, according to our PPC experts in Melbourne: NOT ALL HOPES ARE LOST, especially since each sector witnesses varied Google Ad performances.

DIGGING DEEPER-: Here’s A Look at 21 Different Industries (7 With Appreciated Increase in Volumes, 7 With Mixed Performances & 7 who’ve Been Severely Hit)

Starting With Those 7 Sectors with Increased Ad Metrics during This Pandemic

Medical & Health Industry: 

When the best way to avert or stay protected from this virus is through OTC medicines, it is no surprise that such industries will experience increased ad clicks and conversion rates. And this is not the story of this present week, but right from the start of this pandemic outbreak!

Business Management:

As more people search for office supplies or prepare for remote working, searches for appropriate office supplies have risen by a whopping 90%. Also, paid ad clicks and search conversion rates have risen by 35% and 41%, respectively!

Charities & Non-Profit Establishments:

Often, such crisis situations bring out the philanthropists in most people. And much of that is reflected on Google SERP searches.

Most non-profit and charity establishments have constantly seen a 15-23% increase in ad conversions.

Personal Care & Beauty Parlours:

With hand sanitisers, soaps, and self-care products on the rise, FMCG- fast-moving consumer goods are going through a rather lucrative phase. So, naturally, in this dire situation, this industry has experienced a staggering 41% increase in their supplied products searches and conversion rates!

Finance:

Despite the market behaving poorly, more and more people are performing search results looking for professional financial assistance. With this sector using the most-expensive search-oriented keywords and high CPC; there’s been a noticeable increase in the overall CVRs- Average-Conversion-Rates, and CTR- Click-Through-Rates.

Flowers/Greetings/Gift Centres:

With social distancing becoming a life regime for everyone, maintaining connections is difficult. But on the other side of the coin, more number of searches is being made to show their loving gestures.

With the virus escalated over the last few weeks both in US, Australia and other sects of the planet- this particular sector has witnessed:-

• 15% increase in conversion rates for greetings/gift cards
• 30% increase in conversion rates for gift baskets
• 43% increase in conversion rates for floral arrangements.

On-Demand Media Sectors:

With social distancing made mandatory, most people are indulging on-demand media entertainment at their home. And this has proven to be a boon for its advertisers as their conversions have almost doubled from their previous week’s reading!

Moving Over To 7 Sectors Experiencing Mixed PPC Ad Readings

Home Improvement Industry:

The month of March was a somewhat lull period for home improvement businesses with each of them experiencing a small decline in their conversion rates. And with this April considered to be a litmus test for such industries, so far everything has been steady!

Real Estate Sector:

Most construction sectors and property development have experienced a sharp decline in their conversion rates by 7% and 53% resp. And both these industries have witnessed an increase in their cost-per-click by 15% in comparison to their previous month’s data.

• Real estate listings have experienced a decline of 25% in their conversion rates
• Real-estate brokers have seen an increase of 30%
• And relocation services have experienced an 11% service increase in their search volumes.

Automotive Industry:

Even the automotive sector is witnessing a 30% drop in their average conversion rates over the past weeks.  Yet, not all is doom and gloom for them.

The Average Change in Search & Conversion Rates since the Outbreak Sees:-

• 42% decline in vehicle dealers
• 28% decline in vehicle parts and accessories
• 5% rise in vehicle auctions
• 44% rise in auto repair and maintenance
• And 79% increase in auto window tinting

Furniture:

CPCs, conversion rates and search volumes all have surprisingly remained unchanged with (+/-) 2% over the last 2 weeks! As for beddings and linens, there have been slight increases in conversion rates by 12% and 7% respectively!

Education/Employment Sector:

They have experienced a modest rise in paid traffic for vocational and career in the form of 10% and 8% respectively. And it is aspirational as they have still not shifted (more specifically declined) from their previous weeks reading.

Retail Undertakings:

Due to the current instability, the conversion rates for the retail sector has dropped by 14%.  That being said, top-shelf retailers such as AMAZON are pulling it back with reduced budgets on their ads. This has led to a 9% decrease in their CPC on Google to even out their ROAS- Return on Advertisement Spend!

Legal Industry:

The legal industries see modest shifts in their SERP with a decline in 5% in their searches and conversions.  Fortunately, this is overshadowed by a matching decline in its CPC this keeping both CPAs and conversions, relatively steady!

Some have claimed to get conversions via phone calls, rather than site submission. However, 30% of those calls went unattended due to the firms’ shift in timings during this COVID-19 outbreak!

Lastly: 7 Industries who’ve severely faced the Wrath of Covid-19

Bistros & Bars:

Our collected data reveals a decline of 18% and 26% in search and conversions for restaurants and bars respectively. With most dine-in bistros, bars and nightclubs closing down, they’re finding it hard to achieve success in client acquisition.

Live Entertainment:

With strict limitations on group gathering, venues and performers are cancelling out shows not only in Australia but all over the world.

The result: – search volumes have declined by 25%, and its conversion rates have fallen by a whopping 30%.

Tourism Industry: 

As per government rules, consumers are to avoid unnecessary travels- AT ALL COSTS! Fewer travellers’ lead to fewer bookings and travel advertisers are getting less conversion for their businesses.

Construction Industry:

With workers and worksites under lockdown, this unaccounted economic downturn has severely dampened the construction and building sector. All on-going and future projects are either put on hold/or expecting delays. And due to this, most prospective clients are less probable to convert.

This is truly unfortunate as the seasonal advertisement expenses are already starting to rise.

Conference:

All large-scale conferences are either postponed or cancelled for the unforeseen future. This is bad news for numerous business undertakings as they primarily rely on such event endorsements to meet their web marketing funnel.

Ever since the virus outbreak, most event marketers have experienced a 33-35% reduction in conversions. And with time, this ratio will only increase with more events continuing to cancel.

Fitness & Sports Event Sector:

As expected, all major sporting leagues are cancelled. With social distancing made a priority, gyms/fitness sectors are shut down. As for those brave enough to keep it open, they are seeing less new members walking into their facility.

Plus, most vertical ties to fitness and sports are experiencing major declines to their conversion ratio.

Manufacturing & Industrial Goods Industry:

PPC campaigns for industrial and manufacturing goods industry have also been severely impacted with CPC- cost-per-click witnessing a 5% rise and conversion rates seeing an unappreciated decline. Advertisers are also wounded by a 13-14% decline in their overall search result traffic.

Summing Up:

More changes are anticipated over the next few weeks. And with very little control over the situation, all we can do is wait.

Being optimistic, here’s keeping our fingers crossed in hopes that things will take a positive turn. Till then; we advise you to STAY INSIDE, CLEAN, HEALTHY and SUPPORT SOCIAL DISTANCING.

As soon as we come across fresh trends in PPC ads; we will keep posting regularly to keep you in the loop.