Likewise, a manufacturing business we work with has seen a sharp decline in web traffic and ad clicks. We’ve seen our cost per acquisition (CPA) increase dramatically and have subsequently recommended a temporary pause for 10-14 days until the dust starts to settle and things return at least to the new normal. This will hurt them from a revenue standpoint in the short term, but protects them from wasting money on ads that are currently ineffective due to external forces.

An ecommerce brand we work with has seen a mixed bag; some product lines are hurting dramatically while others have remained neutral or slightly increased. In this case, we’ve scaled back or paused campaigns for the next 10-14 days, while scaling up the product lines that are still in high demand. We also helped them roll out free shipping, and their sales have so far remained neutral during this difficult time.