April 22, 2020
Digital Marketing | E-Commerce | Paid Media
COVID-19 has affected customers and businesses in various ways. Customers are buying more of their essentials online while some businesses are scrambling to break even. Altered buyer behavior and current market situations have caused some businesses to end their online PPC campaigns while others are contemplating it. It might turn out to be the wrong move that will cause more harm than good.
Scale Down, But Don’t Kill Your Campaign
Buying habits and priorities have changed for now. If your conversion rates have dipped, take a look at other businesses in your industry. If they are in a similar predicament, reduce your ad spend but do not kill your campaigns completely especially if they were working well. The data will get messed up and you will have to start from scratch to rebuild your targeted audience.
When you come across logistics issues such as stuck deliveries or trouble restocking the goods, don’t remove your ads entirely. You can pause them for a while and mark them as “currently out of stock”.
Pounce If You Have To
Most people are staying home in isolation and their use of the internet has increased significantly. There is a lot of traffic and huge amounts of wasted potential because businesses are scared to market their offerings.
PPC rates have been fluctuating but right now the cost of ads is low. While the conversion rates are different based on industries, it is still an amazing opportunity for proactive businesses to build their brand. The usual oversaturated market is facing less competition as many marketers and companies have retreated.
Due to uncertain business conditions, there is a window of opportunity now where your competitors are not spending on particular keywords. You can increase rankings for the more competitive and high traffic keywords by spending less and increasing your conversion rate.
Connect With Your Audience
Use emails and go live on your social media accounts and build relations. Being open and wishing good for your consumers health and livelihoods would improve brand image and conversions.
Pivot slightly and increase your offerings by factoring in certain activities that have been on the rise like homeschooling, working virtually at home offices, social distancing, reconnecting with old friends and family. Mention them when in your ad campaigns too.
Get inspirations from some of the top businesses in the world and how they are conducting themselves during this pandemic.
Change Your Messaging
We are still living in uncertainty. Be considerate of people’s feelings and critically examine the context and tone of your messaging. Mention your services accurately in your ads such as “free home delivery” or “same day delivery”. Avoid showing large gatherings of people.
You should experiment and run campaigns on YouTube, Facebook, Instagram and other social platforms. Find out how people are searching for terms and topics related to the Coronavirus and adapt your marketing to help them in any way you can.
Take Advantage Of Cash Grants
Last but not least, eligible small businesses should take advantage of grants offered by the likes of Facebook and Google in their efforts to support and empower Small Business owners. Besides
Facebook is offering $100 million in cash credits to support SMBs in 30 countries. To be eligible, you must:
- Have between 2 and 50 employees
- Have been in business for over a year
- Have experienced challenges from COVID-19
- Be in or near a location where Facebook operates
Similarly, Google will provide ad credits to “Small and medium sized businesses globally, who have spent with a Google Ads account in ten out of twelve months of 2019, and in January and/or February of this year. Eligible customers are those who advertised directly with us or through a partner, and adhere to our advertising policies.”
While there is a positive impact amongst local grocery retailers and education industries, some of the most negatively impacted verticals include travel, tourism, leisure, car rentals and alternative medicine. We would advise you to observe the landscape well, gain up to date knowledge before making any big decisions. It is easier to experiment with new pricing and messaging and scale upwards when your PPC campaigns go right – than to completely start from scratch hoping for a miracle.
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