In these unpredictable times, every marketer should be doing a full top to bottom analysis of your Online Ads - from keywords to messaging and landing pages, in order to continue growth or capitalise during this current economic downturn.
Here are a few tips that we’re applying across the board with many of our clients:
Analyse your performance data today. With things changing as rapidly as they are, you could notice campaign performance variation by the hour and day with the news cycles. Keep an eye on industry-specific search trends would be a safe bet. In fact, Google has recently developed a team that tracks Covid-19 terms and trends. This includes the word “COVID” not be allowed as a keyword in your campaigns.
As with all ads - interactions and testing are always recommended. You never know where you’re going to find the gold. As the landscape changes, few of your competitors will be doing this and you could capture opportunities while they exist to reap the ranking and benefits in the long game.
Watch your messaging
Moral signalling aside, the communication that your brand is putting forward could be the ultimate game-changer. Find a way to make your product necessary in this new paradigm. You can offer a unique product or service, but you’ll have to be 100% clear that you are not seen as profiteering from this situation.
Here are some great examples of how companies are advertising including Porsche, Uber, Spotify, and Heinz.
Be ruthless with your budget
Make sure that every campaign you are running right now is not just converting but flourishing. Cut campaigns that are anemic and double-down on your good and great performing PPC ads, using strategies such as dayparting.
Build on your relationships
Take the time to engage and nurture your audience. How can your products serve their needs, desires and quell the anxiety of the work from home business? How can you help THEM amplify their signal and messaging to their audiences right now? Maybe they just want to see a friendly face. A milligram is worth a tonne right now, and your message should be offering them help.
Your customers will remember this when things start back to normal.
Lots of companies are offering freebies for messaging such as Canva. It's a great way to show you care and offer a helping hand. Make sure you track these campaigns well with your audiences on-site behaviours in GA, conversions and goals. You’ll see the dollar value return quickly if you are providing them with something of real value.
If you're ready to leapfrog your competition with an effective PPC Ads strategy, we'd love to hear from you.
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