| Good morning marketers, don’t go making seasonality adjustments to your Google Ads just yet. There’s no denying that the coronavirus outbreak has had a dramatic impact on nearly every business – including conversion rates. Whether your business is experiencing a surge or precipitous decline in conversions during this time, Google Ads’ seasonality adjustment isn’t the tool to turn to for COVID-19 fluctuations. Why? Simply put, it’s a short-term solution to a long-term event. Seasonality adjustments are designed to inform Google’s bidding systems about expected short-term conversion rate changes. The tool is ideal for periods between one and seven days. If your campaigns are experiencing volatility, you might consider adjusting your smart bidding targets, as Google suggests. You’ll want to keep profitability, sales cycle shifts and other business considerations in mind when adjusting ROAS or CPA targets. And you might instead opt to lower or raise your budget, depending on what you’re experiencing. In other news, Facebook has announced the ability to update your business hours and service changes on Facebook Pages in light of the pandemic. Businesses can mark themselves “temporarily closed” (as with Google My Business) or communicate other types of changes, which respond to the coronavirus outbreak (e.g., takeout, online classes or e-commerce offerings). Businesses can also pin posts to the top of their timeliness, as another tool to communicate messages to customers. Keep scrolling for more news, including a mindful exercise and an update on Twitter’s (ongoing) bot problem. Taylor Peterson,
Deputy Editor | 