Check traffic monitoring tools, such as Google Trends and search query reports, at regular intervals. Keep an especially close eye on shopping campaign traffic using reporting dashboards.

Proactive planning for events

Already, the outbreak of COVID-19 has caused multiple businesses to postpone or cancel the execution of large events. France and Sweden have restricted any event with more than 5,000 or 1,000 attendees, respectively. Have proactive conversations with your teams about upcoming industry event support and how SEM traffic may be affected. Discuss the messaging plan with clients who are canceling their own events and determine if it’s necessary to keep paid support in place for canceled event keywords to minimize confusion or frustration among your event user base. Monitor year-over-year reporting, and discuss how event changes may affect monthly, quarterly, or annual results.