the case for certain companies such as airlines

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Our teams of experts give you their advice and the measures to take into account to help you in the national management of this event. Should you directly cut or slow down your SEA campaigns (Google Ads and Microsoft Ads)? Answer: Slow down the activity. It will always be preferable not to completely and 100% cut your paid SEO campaigns or, at least, keep active campaigns with a lower budget (by selecting the levers and campaigns: for example, notoriety and retargeting only in the absence of performance ). For what ? Because Google and Microsoft rely on a CPC (cost per click) purchasing model . An advertiser will therefore only pay for the clicks they generate.


Its investments will therefore naturally adapt and follow the evolution of the search Korea Phone Number Data volumes of its prospects . If they go down (fewer people are looking for your products/services), your investments go down. This is currently . The adjustment is therefore natural. Our experts carry out daily performance monitoring to monitor and adjust them. Curve representing a drop in searches for the terms flight by price from February 2020 Because some advertisers are seeing interesting performances in terms of profitability during this complicated period marked by the epidemic. Volumes tend to decrease due to decreasing Internet user searches (see first point) and/or logically decreasing conversion rates .



However, for certain companies, costs/leads and ROIs are also more competitive over the period with less present competitors : fewer competitors, less volumes, but at “better cost”. Arbitration must always be done based on actual performance and above all allow you to capture leads and/or record sales on your website now . Because Google and Bing now rely on algorithms and automated bidding strategies ( smart bidding ). These strategies are based on taking into account a multitude of large-scale signals, much more than an individual can do : demographics, price competitiveness, seasonality, query, device, day/time, geographic intention, etc.