Coronavirus : do advertising campaigns stop? is it worth continuing to do web marketing activities? yes, today more than ever.
We are living in a unique period, never faced before, in which no one is able to give us indications or certainty for the future, near or long term. Some businesses are taking advantage of work from home , some businesses are revolutionizing production and work management to adapt to the current emergency, some businesses have more or less completely paused their work. Yet the world does not stop, the economy does not stop, the markets do not stop, and you will have to find the right way to get back to doing business !
The ad does not stop, nor of traditional media, nor on the web, despite the Coronavirus .
And therefore PPC campaigns with Google Ads do not stop, even if some rules and some dynamics have changed.
Let's see them one by one, starting from what Google tells us.
Campaign management during the COVID-19 emergency
Communities are responding to the COVID-19 emergency and we know that this situation presents particular difficulties for companies. Here are some considerations that can help you evaluate your ads to adapt to dynamic market conditions.
First of all, it already puts us on alert: attention! the announcements are specially supervised , they must be adapted or adapted to the local and global situation.
Evaluate the ads
Consider the context and tone. Think about the impact certain phrases can have on the audience. Beware of the double meanings of words like "protection", "control", "prevention" or "virus". For international campaigns, consider the terms used locally to refer to COVID-19 and the inconvenience caused at the geographic area level.
Evaluate if your message is useful. For example, adjust ads as needed to let customers know if you offer services like home delivery or store pickup. Check your shipping settings and estimated delivery times to make sure you accurately reflect current capacities.
Examine the assets carefully. For example, consider the appropriateness of images and videos that show large gatherings of people or human interactions. Consider the tone of your titles, descriptions, and landing pages.
Proactively communicate business changes. If your business hours have changed, edit your business profile on Google and update your ads so customers know if your business is open or closed, or if there are different hours in effect.
Especially in Italian, we are pointed out that certain words can have more than one meaning , depending on the context in which they are inserted. But the same considerations must also be made on foreign markets.
But not just the words: the whole tone of the message must be managed with the utmost attention!
A very useful advice is instead to reinforce the message relating to your strengths , when these are particularly useful or welcome in this period of coronavirus emergency: home delivery, free shipping, offers or donations on part of the proceeds. .. all valuable information to show to customers and potential customers.
Even the images must be coherent and in keeping with the delicate period : if you can't leave the house, let's not propose it; if gatherings cannot be made, let us not show them; if you can't go out for the usual morning run, we don't recommend it. And again, he recommends paying attention to words, contexts, messages ... not only in ads , but also on landing pages !
I would like not to comment on the last tip: update the timetables on Google MyBusiness , or at least try it, given the current problems (described here: Coronavirus and services: how much do they impact on Web Marketing? )
Adapt to dynamic
market conditions
Update on local conditions. This Google Trends page can help you better understand the context in local markets and the mood of your customers.
Review performance metrics and be prepared for any changes. For example, if your conversion rate fluctuates significantly, you may need to change your Smart Bidding targets.
Pause ad groups or ads as needed. Review the products and services affected by demand-related issues and make appropriate changes. For example, mark online or local products as "unavailable" across all channels if you are not sure what the inventory status is in real time or what the time to replenish is.
Consider using tools that make it easy to adapt to new scenarios. For example, the Google Ads mobile app ( iOS , Android ) is useful for continuing to manage your campaigns.
Google advises us to keep Google Trends under control, but not on a generic level ... it takes us to a specific page, this one dedicated to Corona virus
Posted By Abdul Rimaaz
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