Useful Paid Advertising Campaign Strategies
If you’re wondering how COVID-19 is affecting paid advertising campaign strategies, you’re not alone! And the answer is: both negatively and positively.
On the one hand, people are home more, and doing virtually everything online. But many people are reducing what they spend because they’ve lost their job or are trying to save some money to get their family through the pandemic.
And while some businesses are seeing a surge of traffic during this time, others with products or services that aren’t in demand are seeing a dismal trickle of traffic or are having to pause or stop their campaigns entirely. Influencer Marketing Hub reports that 69% of the 237 brands they surveyed expect to decrease ad spend in 2020.
I’ve previously spoken about how it is essential to pivot to meet 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’m sharing some tips on managing PPC during the coronavirus. PPC stands for pay-per-click advertising, also known as non-organic traffic. (Organic traffic comes from unpaid SEO techniques).
Depending on your small business, you may run paid ads on:
- Google Ads/display ads on the Google Display Network
- YouTube (and in-video ad placements)
- LinkedIn Antigen- oder Antikörpertests
3 Steps to Getting Started with Paid Marketing During COVID-19
Even if you currently run an ad campaign, it’s important to take a look at your keywords and ad copy. Are they as effective as they can be?
Just because people are practicing social distancing doesn’t mean they aren’t actively looking and shopping online. However, the ad copy that you used before may not resonate with-and could even offend-your target audience now.
1. Research your keywords.
It’s always essential to research your keywords, and especially now! You want to be looking at your target audience’s buying behaviour related to COVID-19.
You might be surprised to learn there’s a new niche keyword you could go after, or that your customers are using a different search term than you expected.
Also, look for keyword opportunities within your business around topics like: