How to Manage your Pay-Per-Click Advertisement during Coronavirus Pandemic

Digital marketing is changing after the specific events happening in the post COVID-19 business environment as the world is marching into an unchartered territory. The economic and business impact of COVID-19 has been huge even if you are a SEO student or an expert industry professional. Despite having years of experience with PPC, you may feel confused to have a clarity about the PPC strategy so you can make the best possible decisions in these uncertain times to boost your marketing campaigns. At Google, the best brains are working to solve the problems for pay per click advertisers in the form of Google Ad script and providing pandemic metrics to the world. The idea of this post is to assist PPC experts get the right information during the social distancing to enhance their PPC campaigns.

How Advertising Landscape has changed during COVID-19

With the widespread of pandemic Coronavirus, the digital advertising landscape has changed in 2020 very rapidly. It won’t be an exaggeration to say that things are changing overnight for PPC and Google AdWords professionals. As the majority of businesses are shutting down in the United States and only e-commerce businesses are booming, the situation requires PPC experts t remain more informed, agile, and patient while being creative with their ad campaigns.

Below are the best tips to help marketers manage their PPC advertisement during the COVID-19 pandemic.

1: Business Value Proposition

The outbreak of Coronavirus has forced many businesses and digital agencies to shift their focus on strategies to meet the demands of customers in the current environment. Do you think that your current services or products can be of great value to the customers right now? The major trends that are considered to be offering a value proposition to the clients are:

• Working from home
• Social distancing and quarantine
• Home schooling for kids
• Family dinners and meetings
• Entertainment, digital streaming, and communications
• Medical and healthcare services

Where can you see your product in the list of growing post-pandemic trends? If not, then you should create a strategy to help your product be modified and fit into the above list. It is up to you how to plan and promote the initiatives to boost your business; look to shift your work into a full-time virtual consulting service that provides online consultancy, trainings, workshops, and presentations to the clients.

Review your current PPC campaign and see if your keywords are still good enough to attract attention in the current environment. Moreover, to enhance your PPC campaign outcomes, do the following things:

• Include shipping information free with the PPC.
• Include your hours or working or online work timings instead of 9 to 5 office timings.
• Message your clients regularly and alert them of the situation of the virus. Use this messaging in your ad copy.
• Be sure to include the virus information on your landing pages.

2: Modify and Plan your Budgets Accordingly

2020 pandemic era is the best time to re-evaluate your budgets and how much you can spend on your advertisement. You may have planned to decrease the budget of PPC before; however, this is not the best time to stop investing in online ads because the number of viewers is constantly increasing on the Internet. You will definitely want to invest some money to your PPC campaigns for optimal results. Therefore, a good strategy is to spend some time to review your existing PPC budget that may not have been utilized properly throughout the year.

Instead of creating the daily budgets, consider the settings such as monthly spending of lifetime spending to improve the overall campaign spending. This will allow you to free some time and also devote yourself to the client communication.

3: Watch the Search behavior

While people are relying heavily on social distancing and isolation, nothing can stop them to fulfill their dreams and make purchases online. Have a meeting with your team and find out what services can be delivered more efficiently online or virtually. Use an ad extension or an ad copy to communicate benefits to people such as free SEO report, free delivery, or discounted services.

Include more COVID-19 specific keywords into your content and ad copy. The following keywords used in the Coronavirus outbreak can increase the efficiency of your campaigns.

• Covid
• COVID-19
• Corona
• Coronavirus
• SARS
• Pandemic
• Contagious
• Virus
• China
• Wuhan
• Epidemic

Also review the Google Trends that is a great source for digital marketers regarding latest information on the search behavior.

4: Online Communication Channels

In the middle of pandemic, people will be more and more inclined towards news, video content, and online communication on the Internet. A March 2020 Search Engine Journal post reveals that a 50% surge in the Facebook messaging has been observed in addition to video and voice calling after the pandemic outbreak. With a large global audience focusing on video calling, groups, and messaging on social media, you should also return to Facebook and find your opportunities as an advertiser to grab the market share due to less competition.

In the current times, the opportunity for PPC marketers is in full swing due to more people reaching out for online platforms. You can find them at the top of your funnel and create content that suits their needs.

5: Leverage Negative Keywords

It is always important to choose the right keywords for your ad copy or Google AdWords campaign; however, it is getting more important in COVID-19 days to focus on negative keywords and stop the right keywords displayed in the wrong way. Sometimes, you may experience that your ads could show up for certain keywords that are irrelevant for your services. In this case, the best strategy is to use the negative keywords to make sure that your ads are not displayed for those keywords.

Negative keywords mostly benefit PPC marketers in terms of saving their money. Because a PPC advertiser has to pay for each and every click, the clicks from irrelevant keywords will not provide much positive results. Therefore, you should choose negative keywords at both campaign and group level.

6: Select the Landing Pages Correctly

Since the main objective of any PPC campaign is to help users get directed towards another page that helps them to take direct action. This could mean that they should buy a product or service or sign up for something. Because while you create your PPC ads, you also add a destination URL to direct your readers to a specific page. Therefore, it is vital to select the correct landing pages so your prospects can find the right pages.

It would be useless to send people to your blog and hope that they will eventually buy something or convert into customers. On the other hand, if you send people on your home page, some people may buy your services and some may ignore it. This can also cost you money. Therefore, it is crucial to first understand the right landing pages to get the best results from your PPC campaigns. After all, you won’t be happy to spend money on advertisements if there are zero conversions. For improving your website traffic, you can improve your search engine optimization SEO instead of directing prospects to your home page.

www.seo.ae is a leading Digital Marketing service provider in the UAE. Our Pay Per Click services provide quick business growth with high return on investment options. Call now or email us anytime to find out how we can boost your business quickly.