Amidst the COVID-19 pandemic, the only ad type least affected is your paid search campaign. Because of its purpose being intent, you sharply target audience searching for your keywords.
Most marketers have a business-as-usual approach for their search campaigns, ignoring the fact that the advertising landscape has changed virtually overnight with the spread of the COVID-19.
Top considerations for most marketers as an implication of COVID-19 have been negative keywords and budgets, but the real opportunity lies in messaging.
- Alter business value proposition and Messaging–
Since most businesses are shifting online, think of changing the messaging to include value propositions like
- Work from Home
- Social distancing
- Home Schooling
- Online seminars/webinars
- Spending time with family
- Online entertainment
- Home Essentials
- Medical services
Build your ad messaging around these and consider having a temporary plan to promote these services
Review your messaging and see what can be added in the current changing environment. Things like
- Review ad copy CTAs for ‘Visit Us In-Store and revise
- Include shipping information with features of free, fast, etc.
- Hours of operation and any deviation from the normal services.
- Messaging on your company’s response to the virus.
- Fully utilize ad extensions – Sitelinks and call-outs can be used to convey the information.
2. Concentrate on upper-funnel campaigns
Focus on moving towards the top of the funnel optimizations while building a remarketing list of people searching in coronavirus times. And in times they are inclined to buy you’ll be on there mind.
Keeping in mind to be flexible on CPA, ROI, and revenue as the sales cycle will be longer during this time
3. Definitely shift budgets to best-performing campaigns to maximize results.
Now is a good time to reevaluate your budgets and reconcile your budgets vs. spend.
You may want to shift budgets into those products or services that have more relevance during this worldwide pandemic.
4. Smart Bidding
If not already, opt-in to platforms automated bidding strategies to adjust for bids.
