Recommendations and analysis updated June 22, 2020.
Regional Updates: Stay-At-Home/Shelter-In-Place Orders
- New coronavirus hotspots have been identified across the South.
- Experts predict a second wave in Dallas, Houston, Alabama, and parts of Florida.
- Some of the new coronavirus cases in the South are linked to beach gatherings.
- PEW predicts that the South will see some of the deepest lasting impacts when compared to other regions.
- Follow The New York Times to track each state’s reopening status.
- Read NPR’s round-up of the stay at home status for the South by state.
Google Trends for Top Terms in the Southern United States
- Search your own terms here.
- Learn how to search and interpret terms with our Google Trends Guide.
Paid Media Trends – CPCs for Travel Terms for the Southern United States
- CPCs for Google Ads are as low as they have been in recent memory.
- The average CPC in the U.S. for travel is $1.66, but it varies by state.
- Texas’s all-industry CPC is $3.18, the highest in the nation. Other southern states ring in right around $2.50. The Mid-South, like Arkansas, has some of the lowest CPCs in the region.
- Paid media turned off? Still running at a low level? Optimize with our paid media recommendations.
- Consider adapting your strategy to the new needs of COVID-19.
Source: SEMrush. CPC map for all industries. Across industries, Texas reports some of the highest CPCs. Other southern states follow closely.
Source: SEMrush. Travel industry CPC trends for Alabama.
Source: SEMrush. Travel industry CPC trends for Arkansas.
Source: SEMrush. Travel industry CPC trends for Georgia.
Source: SEMrush. Travel industry CPC trends for North Carolina.
Source: SEMrush. Travel industry CPC trends for South Carolina.
Source: SEMrush. Travel industry CPC trends for Tennessee.
Source: SEMrush. Travel industry CPC trends for Texas.
Auction Insights for the Southern United States
- One benefit of continuing to bid in Google Ads is that you’ll unlock Auction Insights.
- We recommend running your Google Ads at even just $1 per day so you can take advantage of these learnings.
- Learn more about how OTAs are responding to COVID-19 paid media trends.
Impression share trends for a selection of OTAs. Source: Google Ads.
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