Good morning Marketer, are you planning for what comes next?
We’re not quite out of the woods yet. But, despite the numerous unknowns and challenges brought on by the coronavirus pandemic, many agencies and advertisers are gearing up for the next phase.
A client from digital marketing agency Page Zero Media experienced fulfillment challenges and paused ads for seven weeks. The agency’s president Andrew Goodman said the company is starting to resume roughly 50% of its advertising. And while many say they are seeing CPMs rising on Facebook, Goodman expects the paid search ad auction to continue to be discounted for some time to come. “I would say for the next year, ad spend won’t keep up with advertiser revenue. There will be more ‘free’ traffic. ROI will, therefore, be higher,” he said.
The travel industry has been among the hardest hit, but several online travel agencies (OTAs) have resumed paid search advertising. Trivago and Booking Holdings’ Priceline and Booking.com are running paid search campaigns. Trip Advisor, AppleVacations, Omni Hotels, Norweigan Cruise Lines, Sandals Resorts are among the other travel businesses currently running ads on Google and Bing. And as we reported last week, the quarterly financial reports from Google, Facebook, Snap, and Amazon all indicated the worst might be behind us.
There’s more to read below, including a snapshot of Pinterest’s Q1 earnings and a look at the new Facebook board that can overrule Zuckerberg.
Taylor Peterson,
Deputy Editor
