The Covid-19 outbreak has altered business trends all across the world. Due to the ongoing economic crisis that many businesses have been facing, there have been budget cuts in many areas. While cutting the marketing budget may seem like a practical decision, there are a few things that need to be considered. PPC is an internet marketing strategy that where advertisers pay a fee to the search engine each time an ad directs them to the advertiser’s page. However, that visit is worth way more than the fee that the advertisers have to pay.
Since Marketing budgets have suffered especially during the COVID-19 outbreak, it has caused a significant drop in PPC or pay-per-click revenues by almost 50%. This indicates that the existing online campaigners have been enjoying the same service at substantially lower costs.
So, here are a few tips for campaign optimization:
- Schedule your ads to appear at the best performing hours
- Monitor PPC data and reduce it incrementally
- Track your auction insights
- Analyze the cost of target keywords
- Smart Bidding
Why you don’t need to appear in the number one position:
While always ranking number one on the Google search engine may seem like a tempting idea, it is untrue that your website will not perform well if it ranks a little lower in the list. In fact, that is ideal if you are opting for paid campaigns.
Ranking number in the list also means that you are probably paying twice as much as the others in that list. This is an unnecessary transaction. You can still ensure that your website gets high conversion rates and CTRs even if it ranks lower in the search list by focusing on:
- The messaging of your advertisements
Why focusing on your messaging is important during the pandemic:
It is important to be empathetic to the circumstances created by the coronavirus outbreak. Therefore, stick to messages that mirror with peoples’ thoughts and concerns at this point.
Here’s a list of trending search topics:
- Work from home
- Social distancing
- Home Quarantine
- Medical services
- Essential services
It is useful to modify your paid campaigns to suit the situation in hand, at least temporarily. There are also a few things you need to remember apart from the basic tailoring of the advertisements to suit the current times
Things to pay attention to:
- Rework CTAs with a “visit us” message
- Avoid images of people in groups
- Highlight your shipping information. (Sanitization/free services/fast delivery)
- Modifying your services to suit the current situation
- Making your response to the pandemic clear to your target audience
It is important to monitor the changes you make to your campaign. Keep a note on the output it gives you to understand what works and what doesn’t work. This will help you become a smart ppc campaigner during and after the crisis period.