COVID-19, Performance Marketing April 22, 2020
How to maximise your Google Ads during Covid-19
In these uncertain times, brands are trying to determine how to manage and utilise their media channels. With most businesses closing their physical stores and putting their face-to-face sales activities on hold, digital has become the focus and main source of revenue for many companies. Customers are consuming media more frequently and showing higher online brand interaction. While a lot of brands are simply focusing on keeping their paid media activity running or adapting by scaling some activities back and others up, there are more ways in which they can use their campaigns to respond to the current events.
Whether it’s store closures, updates to delivery and returns, or product availability, your paid media campaigns are an easy way to keep your customers informed of any changes. Make sure you update your ad copy and creatives to reflect relevant information that’s on the website. It’s important to ensure that you are visible to your target audiences, as it’s easy to lose out to a competitor who is already doing this.
Communicate new benefits
If you’re a B2C brand that has introduced more flexible payment and delivery options, updated benefits for your loyal customers, or new promotions, you can communicate this through your ad copy, sitelinks and callouts.
If you’re a B2B brand that has started offering new products or services to assist your customers during these times, you can use your social and display campaigns to create awareness. Moreover, running campaigns to promote your educational content (e.g. webinars, tutorials), can help you to engage with your customers and identify audiences that you can later retarget with relevant products/services.
Adjust your targeting
With customer trends and market demand rapidly changing, it is essential that your campaigns, keywords and audiences are up-to-date. You can use Google Trends, market insights and learnings from your own campaign performance to adjust your targeting. For example, you should be excluding sensitive terms, adding trending search terms, and updating your device bid adjustments.
Re-evaluate your targets
Consumers are increasingly delaying their purchases or completely refraining from unnecessary spending, so it’s important to evaluate and adjust your targets. This includes not only your internal targets, but also your bidding, daily budgets and bid strategies.
Lower CPCs and CPMs might incline you to increase your spending, but you need to be careful, as more traffic at lower CPC might not necessarily bring you benefits. This traffic might be poorer quality or less likely to convert, so it doesn’t mean that you will get more conversions for the same budget. Therefore, your investment decisions should still be led by your KPIs (e.g. ROAS, CPA, revenue).
It’s necessary to understand how your competitors are changing their paid media tactics too, as this can have a big impact on your online presence and performance.
Our Top 3 recommendations
1. Stay visible
Putting your paid campaigns on pause can help you minimise cost however, this can have a negative impact on your business. Reducing your online presence will make it easy for your competitors to take over your customers. It will also mean you are losing out on an opportunity to engage with your customers and show them you care.
2. Communicate your new benefits clearly
Set up your campaigns around these benefits and prove to your customers that you can still provide value to them, be it through new products, services or simply through content that helps them stay entertained, engaged and productive.
3. Consider the long term recovery
While these circumstances require marketers’ full attention at the moment, keep in mind that regular activity will resume in the future. Therefore, you require a paid media strategy that will ensure a strong market presence and visibility among your target audience, so that you are top of mind once sales resume and your customers go back into consideration and purchasing stages.