The promotional climate changed with COVID-19 spreading practically overnight. We’re now seeing several trade suspension across the U.S. and the world. That will require advertisers in our ever-changing world to be courageous, agile, imaginative and patient. Five tips to help you handle your search campaigns during this pandemic are available here.
PPC Campaigns During COVID-19
1. Proposals for market interest & Advertising
Companies will in many cases move to support different goods or services that have more interest in the current market. Can your product or service be seen as a priority right now or as essential?
The key patterns for pivoting interest props and messaging to remember now are:
- Social distancing
- Working from home
- Family togetherness
- Entertainment / streaming / communications
- Essential and medical services
If your product or service can be connected to, or changed to fit in with, one of these regions, switch to a temporary program to support these initiatives. Consider also moving to professional infrastructure or professional consulting, and offering conferences or webinars online. Review the existing strategies to decide if the message still works well and what to add to meet the evolving world, for example:
- Review and amend copies of CTAs for “Join us in-store.”
- Display and social advertising responsive images of or touching people in groups.
- Include information about shipping with free, fast apps, etc.
- Operating hours, and any change from standard services.
- Messaging on an answer to the virus from your service.
Any of this messaging can be used in the primary ad copy, but don’t forget to use ad extensions such as site links and call-outs to communicate the details fully. Be sure to explicitly include that on the landing pages.
2. Budgets & Forecasts
Now is a good time to reassess your expenditures and to compare your expenses with spending. You may want to move resources to the more important goods or services during this national emergency. Definitely, you’ll want to change resources to better deliver campaigns to optimize results. Taking the time to analyze budget vs actual expenditures and identify budget nuggets that might not have been used during the year, and apply them and projects that most need it.
Depending on the platform, find settings as lifetime spending or monthly spending caps to invest better speed campaigning rather than daily budgets. That will free up the time for more critical tasks in account management. Smart Bidding provides automatic bidding features in Google and other platforms. This helps the platforms to change CPC bids automatically in real-time to suit the goals of the advertiser. This is an automation feature that can help you be the most agile as the habits of the users shift quickly. Check the re-evaluation of your cumulative CPCs when using certain functions.
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3. Searching Actions
Although people are socially distancing, online study, buy and live the dream will still be underway. Communicate on what practically deliverable services and turn-around times for service delivery. Using ad copy or ad extensions to communicate benefits such as free delivery, fast delivery, pick-up curbside, a drop-off from the porch, etc.
Negative key phrases:
Depending on your business, you’ll possibly see small or major changes activating your ads in search queries. That will need a two-pronged approach:
Check search terms for COVID-19 keywords and content, and show real-time campaign placements.
Anticipating searches that can activate your ads and create negative keyword lists that can be shared and quickly modified across all campaigns.
For example, exclude keywords relating to COVID-19, such as:
If you are B2B, find even job/unemployment, vaccination, home education, or any associated market searches.
Individuals staying at home will consume more content including news and videos and will use more networking devices online than ever before. Facebook records a 50 percent rise in messaging, with voice and video on Messenger and WhatsApp more than doubling. With a large percentage of users based on messaging, communities, and live streams, Facebook says many of these features aren’t monetized, and they’re seeing a decline in ad revenues.
Despite this, in fact, many users are returning to Facebook who had previously jettisoned the site over worries about privacy. The drop in sales in many digital ad channels means that advertisers have an opportunity to see less competition and gain market share without increasing their existing budgets. The chance to reach more people at the top of the funnel via PPC and paid social advertising is now in full swing
Opportunities worth pursuing now when people have more material to consume:
- Using the Google Display Network and Microsoft Audience Network to display ad expansion.
- YouTube and the choices to put advertisements in images.
- Pinterest finding goods to purchase for customers.
- Twitter but with a good awareness of brand image problems resulting from the platform’s negative behavior.
5. Pivot to Regular
Specific bans and prohibitions should be lifted at some stage in whole or in part. Consumers would be able to get outside and re-engage if that happens. It’s yet to be seen if it would be the same as pre-virus. But, planning for any and all future changes is good.
Stay At Home.