Track how PPC performance changed when specific COVID-19 events took place – Search Engine Land

Track how PPC performance changed when specific COVID-19 events took place – Search Engine Land

We’re in uncharted territory with COVID-19 and its impact on lives, the economy and our PPC campaigns. I don’t have a medical degree, I’m not a scientist, a first responder, or someone whose job takes them to the front-lines of the situation so I am grateful for everything they are doing. 

With my skills as a PPC expert, the best I can offer is to help people get clarity so they can make the best possible decisions in uncertain situations.

At Google, one of the core tenets of innovation was to share all information. The idea is simple: if you give smart people all information relevant to a situation, they will generally all work towards the same solution to solve the problem.

I’d like to do my part in helping advertisers get all the information in the form of a Google Ads script that overlays government actions related to the pandemic on Google Ads performance metrics.

The idea is to help you see if certain events, like store closures, the start of shelter in place, the closing of schools, or the introduction of social distancing correlates in any way with drop-offs or spikes in performance. 

The script generates a spreadsheet of Google Ads performance data with markers for important COVID-19 events, like school closings, shelter-in-place orders, etc. 

The time frame for which we have data for government action may be too short to see many
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