Useful strategies for paid advertising campaigns
If you are wondering how COVID-19 is affecting paid advertising campaign strategies, you are not alone! And the answer is: both negative and positive.
On the one hand, people feel more comfortable doing almost everything online. But many people are cutting back on spending because they lost their jobs or are trying to save money to help their families survive the pandemic.
While some companies have seen an increase in traffic during this period, other companies whose products or services are not in demand experience a decrease in traffic or have to suspend or stop their campaigns. Influencer Marketing Hub reports that 69% of the 237 brands surveyed expect advertising spending to decrease in 2020.
I have already talked about the importance of meeting the needs and wants of your target audience. This means taking a closer look at what you can offer people during the COVID 19 crisis – both as a small business owner and as a member of the community.
This time, I share some tips on how to manage PPC during the Corona virus. PPC stands for Pay Per Click Advertising, also known as inorganic traffic. (Organic traffic comes from unpaid SEO techniques).
Depending on your small business, you can run paid ads on:
Google Ads / Display Ads on the Google Display Network
YouTube (and InVideo ad placements)
3 steps to start paid marketing during COVID-19
Even when you’re running an ad campaign, it’s important to keep an eye on your keywords and your copy of your ad. Are you as efficient as possible?
Just because people are socially isolated doesn’t mean that they aren’t actively researching and shopping online. Previously used advertising content may not appeal to your audience and may not even shock you.
- Research your keywords.
It is always important to research your keywords, especially now! You want to examine the purchasing behavior of your target group compared to COVID-19.
You might be surprised to find a new niche keyword or your customers using a different search term than expected.
Also look for keyword opportunities in your business on the following topics:
Housework / school
Health products / services
Means of communication
There are a number of keyword research tools available, or you can hire a professional SEO / SEM company to do everything from keyword research to data reporting.
- Check your suggested values again.
Many entrepreneurs are updating their value proposition to better serve their customers.
You can make your ads more engaging and encourage more users to click on relevant value propositions, whether it’s free shipping, door-to-door options, or a temporary discount. Just make sure you are not afraid of the pandemic you are selling.
- Check your negative keywords.
You can use negative keywords if you want to make sure that your ad doesn’t show for a particular keyword. This saves you money on unnecessary clicks and keeps your ads more relevant, which increases your Quality Score (which lowers your cost per click).
You can now set certain personal service keywords to “exclude” so that you don’t pay for clicks on items you don’t currently offer to your customers.
You can also restrict the placement of your ad. You may not want your ad to appear alongside COVID-19 content during this sensitive time.
However, since there is little COVID-19 material, you can severely limit your brand’s visibility. According to a recent Integral Ad Science report, 78% of respondents would not find general ads close to the content of the corona virus to be bad.
So you need to assess what you sell and how you position your ads.