Still, at this moment, you can attract more users for each euro invested than in the pre-COVID-19 period.
The only exceptions, if we compare taking December 2019 and April 2020 as a reference, are the beauty, electronics, dealerships and online education industries.
Advertising Spending - Average CPC by Category
COVID-19: To spend or not to spend?
Only you know the best approach to advertising investment within taiwan phone code your marketing efforts.
But, in a nutshell, it's a choice between reaching more users per dollar or saving money for better times to come.
When making your marketing and advertising decisions, consider both short- and long-term market outlooks:
The shift from offline to online (even in advertising) is likely to continue. People’s online habits have changed and expanded, so you better start or increase your “digital” efforts today to ensure you’re not the last human stuck in the small offline space.
Some brands are also inherently increasing digital ad spend to compensate for the leads they would normally attract at events. According to SEMrush Traffic Analytics , Lidl, Playstation, Udemy, and Orange are some of the brands that significantly increased their paid traffic in April 2020 versus February 2020.
Advertising Spending - Increase in Paid Traffic
For travel and events, a decline in advertising spend is inevitable as it is unclear when the restrictions being imposed on them will lift. Many other services that are likely to open in the early stages of de-escalation can start preparing for the influx of customers in advance while advertising costs remain low.
In the face of a changing landscape, look for new opportunities. With new online habits, consumers are online at times that marketers never considered advising. So you may want to tailor your advertising to times that are more suitable for your audience before your competitors figure it out.
You can capitalize on the increased media traffic and media outlets associated with the constant flow of breaking news, and thus align these platforms with your online advertising at a lower cost than before the pandemic.