Google & Facebook ads are rebounding. But what does this mean for your campaigns? How should you respond? Get the answers to these questions and more in our webinar. Our in-house expert, Mark Irvine, will cover: • The current state of online advertising & how to respond. • Unique changes you can implement in your campaigns. • What the future holds for your Google & Facebook ads. • The numbers are looking up, but the game as changed. Use the trends and insights from this webinar to make sure you're getting your campaigns back on track the right way.

1. LIVE WEBINAR
© Copyright 2020 WordStream, Inc. All rights reserved.
The State of Digital
Marketing
6 Tips to Get Google &
Facebook Back on Track

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3. Logistics
• Webinar will be recorded – check
your inbox for materials
• Submit your questions for Q&A

4. Logistics
• Webinar will be recorded – check
your inbox for materials
• Submit your questions for Q&A

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Mark Irvine
WordStream, Senior Data Scientist
• Analyzes trend data of 30,000+
WordStream client Google,
Bing & Facebook Accounts.
• Recently voted #1 most
influential PPC expert of 2019.
• 8 years of PPC experience
@MarkIrvine89

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But we’re rising from the Ashes
• The costs to advertise are down 15%
across Google, Bing, and Facebook since
March.
• PPC is bouncing back – we’re seeing
about 95% of the pre-COVID conversion
levels. Many are doing even better.
• Google & FB are issuing free ad credits to
advertisers.
• With lower costs and an increasingly
online market, many are getting much
more for less than before!
$1.50
$1.60
$1.70
$1.80
$1.90
$2.00
$2.10
Google CPCs fell 20% in April and are
still much lower!

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When times are good, you should advertise
When times are bad, you must advertise.
McGraw-Hill Research of 600 companies in 1982 Recession
Companies who maintained or grew their advertising (in green) grew throughout
the recession whereas companies that reduced their advertising (in red) declined.

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#1
Updating & Testing
New Ads

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Refresh Your Ads
• Your ads from a month ago may now carry a new unintentional message or undesired
imagery.
Virus Check

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Timely Ad Creative Changes
Given the change in your customers’ needs and sensitivities, consider revisiting your ads
Google Prohibits advertisers
from capitalizing on COVID-
19. Avoid direct references
in your ads to:
• Phrases like “COVID-19”
and “Coronavirus.”
• Verbs like “Hoard” or
“Dying”, even if intended
to be figurative.
• Special sales or
promotions targeting the
pandemic.
Consumers have different
responses to the popular
imagery. Reconsider your ads
including:
• Events like “March Madness,”
the Olympics, or other major
timely events.
• Creative that’s counter to social
distancing – such as
• “Out and on the go!”
• “Your perfect getaway”
• “Share with all your friends”
• “Visit us” or “Shop in Store!”
• Images including interactions
like hand shakes, hugs, and
high-fives.
Promote more relevant
value-props and benefits
that may now be relevant:
• Free or timely delivery
• Inventory: “In stock,”
“Limited Stock”, “While
supplies last”
• Local messaging
• In-home services
• Ads specific to different
devices

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Keywords Don’t Capture Intent
Air Conditioning Repair
Homeowner Renter Landlord Restaurant
Owner
Architect Contractor Searching in
Cold weather
Past Customer
Essential Business
Owner
Searching in
Warm weather

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Keywords Don’t Capture Intent
Homeowner Renter Landlord Restaurant
Owner
Architect Contractor Searching in
Cold weather
Past Customer
Essential Business
Owner
Searching in
Warm weather

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No single ad
can be perfect.

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Write Ads For Different Personas
Don’t think of trying to write a “best ad.”
Think of best messages for different customers.
Persona Needs Message
Mass Market Sensitive to Price “Same Day Service & Free Quotes”
COVID-19 Conscious Safe and Sanitary “Health of our customers comes
first.”
Closed Businesses A solution for reopening date “Scheduling appointments anytime
between now and June 29.”
Economically stressed Financial flexibility “Financing options available.”
Past Customer To trust they’re being taken care of “Repaired Correctly – Guaranteed.”

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Test Multiple Ads!
• Just testing multiple
ads is often enough
to be successful.
• Ad groups with
more ads have a
21% higher CTR!

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Responsive Search Ads
Just by writing 15 different headlines and 4 different
descriptions, Google will automatically test and optimize
43,680 different variations of your messaging!

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Responsive Search Ads
This massive amount of variants makes it easier for
Google to serve the right message to the right audience,
without all the manual work.

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Google Image Ad Extensions
• Google’s newest image
ad extensions will
highlight images from
your landing page
alongside your search
ads.
• Early tests show ads with
these images have a 5%
higher CTR!

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Responsive Display Ads
Similarly, Responsive
Display Ads allow Google
to dynamically test new
images, text, and videos
across different ad
placements.
The more diverse your
images, the more Google
can test and optimize
towards!

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Try out our Free
Smart Ads Creator!
https://www.wordstream.com/smart-ads-creator
And try our new tools within
WordStream to easily manage, edit, and
create ads with Shutterstock!

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Inclusionary Marketing
Given the change in your customers’ needs and sensitivities, consider revisiting your ads
Google Prohibits advertisers
from capitalizing on COVID-
19. Avoid direct references
in your ads to:
• Phrases like “COVID-19”
and “Coronavirus.”
• Verbs like “Hoard” or
“Dying”, even if intended
to be figurative.
• Special sales or
promotions targeting the
pandemic.
Consumers have different
responses to the popular
imagery. Reconsider your ads
including:
• Events like “March Madness,”
the Olympics, or other major
timely events.
• Creative that’s counter to social
distancing – such as
• “Out and on the go!”
• “Your perfect getaway”
• “Share with all your friends”
• “Visit us” or “Shop in Store!”
• Images including interactions
like hand shakes, hugs, and
high-fives.
Promote more relevant
value-props and benefits
that may now be relevant:
• Free or timely delivery
• Inventory: “In stock,”
“Limited Stock”, “While
supplies last”
• Local messaging
• In-home services
• Ads specific to different
devices
All Women Men Ethnic
Minorities
Caucasian

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#2
New Trends in
How People Search Online

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How We Search Has Changed
Half of humanity under a stay at home order has some
meaningful impact to how we search online.
What we’ve been
searching for has
changed

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New Search Terms Dominated the SERP
• Coronavirus related searches
became the single most popular
searches on Google through
March & April
• Nearly 25% of ALL searches
were for search terms never
searched before.
• People are aggressively
searching for information about
local businesses and solutions at
home. Visit Google Trends
Coronavirus Hub weekly for
more trends.

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How We Search Has Changed
Half of humanity under a stay at home order has some
meaningful impact to how we search online.
What we’re been
searching for has
changed
How we’ve been
searching has
changed

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At Home Searches Rise
• Even as regions reopen, people are
still spending more time at home and
less time traveling or at work.
• At home, people are more likely to
search on desktop. Mobile search
traffic is down ~20%.
• Bing search is growing as people
spend more time on Windows
desktops.
• More searches are occurring outside
of city hubs and in residential
suburbs
Google Mobility Reports, United States:

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How We Search Has Changed
Half of humanity under a stay at home order has some
meaningful impact to how we search online.
What we’re been
searching for has
changed
How we’ve been
searching has
changed
When we search
is changing

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At Home Searches Rise
• People are staying up later and
searching more off-hours.
• People are also 10% more likely to
search on weekends than before
• Searches that happen outside of
regular hours are 30% less likely to
convert, so be cautious and revise
your ad schedules as necessary.

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#3
PPC Campaigns are
Rebounding

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In May, the average advertiser saw
94% of the conversions
they had in February.
Since mid-April, conversion rates and
volumes have been steadily increasing in
most industries
Tech, Apparel, Beauty, Entertainment,
Finance, Gifts, and many other industries
are noting significant growth online.

33. 33| Confidential
#4
The New Normal for
Local Businesses

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Local Businesses are Rebounding
As local businesses reopen, store visits and traffic are
rising but are still down and traditional brick &
mortars need to rethink how they find customers.

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Take Control of Your Local Listings
• Make sure your Google My
Business profile is complete,
accurate, and optimized!
• As people search on Google
and Maps, highlight your
business in the results
• Add in new attributes,
hours, and adjustments
you’ve made to account for
COVID-19.
• Best of all – it’s all FREE!

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#5
Finding New Opportunities Across
Networks

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Advertising Beyond the SERP
• Your audience is spending
more time online during
COVID-19, even if not on
Google search.
• Bing and other search
engines are hardly
affected.
• Display, Social, and Video
have increased traffic!
• Now more than ever, it’s
critical to be advertising
across different networks!

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Google’s NEW Discovery Campaigns
• Announced a year ago,
Google just released its
Discovery Campaigns to all
advertisers!
• Serve ads in the moments
BEFORE a user searches –
on the Discover feed,
YouTube homepage, and
Gmail.
• Smart bid management
makes optimization easy –
average CPA is only
$12.19!

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#6
Growth of Social Ads

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Facebook Usage is at an all time High!
• Facebook CPMs have
fallen 35% since March &
Advertisers are benefiting
with 23% lower CPAs!
• Meanwhile, Facebook is
growing its audience and
engagement to all time
highs during the pandemic.

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Let Facebook Convert What Google Didn’t
96%
of people who visit a website
leave without completing
the actions marketers want
them to take
70%
of people abandon their
shopping cart without
completing a purchase
Opportunity not
converted by
Google!

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Let Facebook Convert What Google Didn’t
96%
of people who visit a website
leave without completing
the actions marketers want
them to take
70%
of people abandon their
shopping cart without
completing a purchase

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Live Q&A

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Thank you!