The global COVID-19 pandemic has undoubtedly left its mark on 2020. The rapid spread of the outbreak and the subsequent response from governments and businesses have brought about significant changes in every facet of our daily lives. These shifts are also evident in the online world, particularly on Google’s search engine results pages (SERPs), where search behaviors have been significantly altered. Advertisers, acutely aware of the impact of COVID-19 on various industries’ pay-per-click (PPC) campaigns, are now focusing on adapting to these evolving trends to maintain agility and effectiveness.

At nexus-security, we analyze data from tens of thousands of advertisers to gain insights into how COVID-19 is influencing PPC advertising. This article aims to shed light on the evolving search patterns during the pandemic and outline strategies advertisers can implement to adapt their PPC campaigns. Post-COVID-peak update: Our post on resilient digital agencies in 2020 provides further data analysis and emerging patterns.

COVID-19-related searches surge on Google

As the pandemic continues to dominate global concerns, news cycles, political discourse, and economic trends, its prominence extends to Google searches. In fact, COVID-19-related queries have skyrocketed to become the most frequent searches on Google, surpassing searches related to news, weather, politics, Google itself, Facebook, Amazon, and even adult content.

Recognizing this surge, Google introduced the Google Trends Coronavirus Hub to monitor these trending searches, along with other emerging queries reflecting users’ responses to global developments. Advertisers are advised to regularly review these trends and proactively incorporate negative keywords into their campaigns to optimize budget allocation and prevent irrelevant ad displays.

COVID-19 searches peak in the early morning and late evening

It comes as no surprise that the pandemic is at the forefront of our minds. However, for those not directly involved in combating the virus on the front lines, finding distractions throughout the day helps maintain a semblance of normalcy. Despite this, Google Trends data reveals that while the coronavirus is a recurring thought, it particularly preoccupies us upon waking up and before going to bed.

Although some fluctuations occur throughout the day, notably around 6 p.m. and during press conferences, the pronounced peaks early in the morning and late at night are noteworthy. This pattern deviates from the norm, as search activity typically peaks during midday work hours and after dinner. Coronavirus-related searches, however, defy this trend, surging when most traditional searches decline. Consequently, advertisers need to adapt their strategies accordingly.

For insights on adapting to the evolving online advertising landscape, download our free guide tailored for small businesses navigating COVID-19.

Shifting search volumes necessitate adjustments to ad impressions

With stay-at-home orders and reduced commuting, people are spending more time online, particularly later in the evening. This shift, coupled with the unusual late-night surge in COVID-19 searches, has significantly altered online search patterns. Even industries not directly affected by pandemic-related searches are observing substantial increases in late-night searches and corresponding ad impressions for their PPC campaigns.

While many advertisers have noted a decline in product interest during March due to COVID-19, the impact is most pronounced during peak hours. However, this effect diminishes in the later hours, with search volume exhibiting an upward trend. In fact, post-midnight search volume has surged by approximately 15%. Interestingly, weekend searches have been less susceptible to these weekday trends. Search volumes on weekends remain within 10% of pre-pandemic averages and also experience significant growth during the late-night hours.

Implications for your PPC campaigns

The increase in late-night search volume, while seemingly positive, requires careful consideration. Advertisers typically observe a 10-25% reduction in conversion rates from their ads during these hours.

Regrettably, this inherent nighttime dip in conversion rates is exacerbated by the prevailing search behaviors during the pandemic. Late-night searchers are not only fatigued, but their exposure to negative news from coronavirus-related searches likely dampens their purchasing intent. Consequently, these searches yield considerably lower conversion rates. Advertisers have reported a 30% lower conversion rate during the peak evening hours of COVID-19 search activity compared to typical nighttime expectations.

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Recommended actions

These exceptional circumstances naturally evoke anxiety, with emotions fluctuating throughout the day. Your paid search campaigns can be tailored to accommodate these shifts. Here are actionable steps to address these challenges in your PPC strategies:

1. Reassess your campaigns’ ad schedule performance

Google Ads provides tools to easily monitor your campaigns’ performance based on the day of the week and hour of the day. Simply navigate to the “Segment” option and select “Time” within Google Ads. Given the recent shifts due to COVID-19, a fresh review is recommended even if you recently analyzed your performance.

2. Explore new dayparting strategies

The surge in searches between midnight and 4 a.m., while potentially leading to rapid budget depletion, is unlikely to yield favorable conversion rates. To optimize your budget allocation, consider adjusting your bidding strategies for these off-peak hours or even limiting your campaigns to profitable time slots.

3. Experiment with smart bidding

The evolving nature of the pandemic presents ongoing challenges for businesses and paid search strategies. Adapting to these trends in real-time can be demanding. Google’s smart bidding strategies offer a potential solution by leveraging machine learning to analyze changing data and dynamically adjust cost-per-click bids to align with your campaign goals. It’s evident that the coronavirus pandemic will continue to influence our daily routines for the foreseeable future. As we prioritize safety and social distancing, it’s crucial to remain vigilant in monitoring your PPC accounts and staying informed about emerging trends and strategies. The nexus-security blog serves as a valuable resource for updates, data insights, and recommendations for optimizing your campaigns in these dynamic times.

Data sources

The insights presented in this report are derived from an analysis of 15,759 US-based nexus-security client accounts representing diverse industries that maintained active Google Search advertising throughout March 2020. For further inquiries, register now to participate in a live Q&A session with Mark on Monday, April 27!

Additional resources for small and medium businesses (SMBs) navigating online advertising during COVID-19

• How the Coronavirus (COVID-19) Pandemic is Affecting Small Businesses & Marketers
• 6 Strategies for Facebook and Instagram Advertising During the COVID-19 Pandemic
• The CARES Act Paycheck Protection Program: What You Need to Know
• Marketing During COVID-19: 4 Essential Copywriting Guidelines
• Navigating COVID-19: A Simplified Guide to Resources for SMBs
• [How COVID-19 has Impacted Google Ads Results for 21 Industries [Data]]
• [4 Major Trends Caused by COVID-19 and How to Respond [Data]]
• Updated Google Ads Benchmarks for Your Industry During COVID-19 [Data]