The Coronavirus outbreak has upended many business operations and has changed a lot of dynamics in almost all realms of everyday living. The internet has been affected, but to a great extent, positively, because the internet has become essential for most people around the world when it comes to personal consumption.
While there has been an uptick in internet usage, there is a good proportion of businesses that have scaled down their marketing and advertising operations. Some have overhauled their advertising and marketing strategies to put them in sync with the Coronavirus outbreak.
Managing Google ads during the outbreak thus requires new dynamic and creative thinking – as the current environment has changed the routine operating procedures and working environment.
Keep Tabs on Your Ads Campaign
Before you start managing your Google Ads strategy, or before you start taking action without the use of a Professional Google Ads Agency, you need to check that you have all the necessary information regarding your ad campaign. Google Ads has a function that allows users to track the progress and performance of their campaign.
You can track the performance of your strategy along various lines, including:
- Time
- Click type
- Device
- Network
Given that the world is grappling with the effects from the Coronavirus, there is a reasonable chance that there are disparities in the performance of your campaign due to shifts in browsing and online activity.
There is a good chance that there are changes in online activities that are impacting your ad campaign. This information is important to you, and you need to track it because it will help you make proper decisions with regards to your Ads campaign amidst the Coronavirus outbreak.
Adjust Your Strategy
During this time of the outbreak, information matters. People are isolated in their homes and are scouring websites and databases online for purposes of getting information on the pandemic. Conventionally, Google Ads involve advertisers paying to display their advertisements, which are often brief. Other items that get to the ads include short video content as well as information on service offerings.
With the economy not doing well and consumption at historic lows, Google ads that involve advertisements of non-essential goods are not the best ads to display at the moment. This is because such ads will not have an optimal effect. Therefore, there is a reasonable chance that there will be a reduction in the performance of your ads campaign.
You might want to use ads that people would like to see – and these ads could relate to information, items, or other stuff that is necessary during this outbreak. Most people now have their focus on the Coronavirus, and ad campaigns that are somehow not in tandem with the pandemic are witnessing a sub-optimal performance.
Ad Scheduling
During these times of the Coronavirus outbreak, internet usage is different. Increasingly, due to the outbreak, people are spending more time online. The question is when these people are accessing the internet. Indeed, there are notable shifts in online activity, and this presents a different scenario and landscape when it comes to managing ads, case in point: Google Ads.
There are times when internet usage is high, and there is a good chance that people will see or click on your ads. Also referred to as dayparting, this schedule relies on ‘peak’ periods. Advertisers schedule their ad campaigns in such a way that they become live at designated times or periods where they estimate more people will be online. During this outbreak, this is a useful tip for managing Google Ads because you can make an educated guess on when traffic will be high.
Many digital marketing companies choose to create and customise a workstation to their specific needs, this customization of their computer can allow them to complete required tasks with ease, such as smart bidding. The use of smart bidding when it comes to Ad Scheduling could be a useful addition, allowing you to choose your budget and location before creating adverts that meets your business needs. The perfect tool for small businesses.
Conforming to Set Guidelines to Avoid Botching Your Ad Campaign
The Coronavirus outbreak presents a global public health emergency. In this regard, it is crucial to ensure that your strategy conforms to features, announcements, and guidelines that have been put in place concerning ads during a public health emergency. You should ensure that your marketing strategy, as well as your marketing campaign, steer clear of content or ads that seem to profit from the Coronavirus outbreak.
The Coronavirus outbreak is a sensitive event globally and is, therefore, in the domain or the scope of Google’s Updated Sensitive Events Policy. Therefore, when working on your Google Ads campaign during this time of the outbreak, you need to ensure that your ads are not in any way promoting price inflation.
The best paper writing website can come in handy in crafting ads that conform to these features, announcements and guidelines. Ads should also not reduce access to essential supplies or point users towards other sites and, by so doing, earn through Pay Per Click strategies.
Prepare to Work with Inadequate Support Options
As the Coronavirus outbreak spreads to various parts of the world and brings to a halt many human activities and operations, you should be ready to work with less-than-normal support options. Google Ads’ support specialists are also taking proactive and preventive health measures for their safety, and this may get in the way of clients accessing immediate and comprehensive support.
This information should also allow you to prepare and be ready to accept delays or other forms of inconvenience as far as Google Ads support goes.
Budget Well
During this time of the Coronavirus outbreak, ad spending is falling in many sectors across the board because of the shift in spending preferences. You need to be aware ofthis fact and act appropriately. On the consumer side, spending is low thanks to the depressed economy, and while consumers will keep seeing ads thanks to the increased online activity, they will not be as keen on ads as they were during normal times.
With this in mind, you need to ensure that you reevaluate your short-term and immediate term budget spending for your Google Ads strategy. All the forecasted scenarios point to a lackluster ad business and ad impact, and this calls for down-scaling of operations. A fundamental way to start your down-scaling operations is to reduce your ad budget and spend where necessary.
Leverage Search Behaviour
Most folks will spend their time online during the Coronavirus outbreak. While it is clear people will be taking precautionary health measures, there will be online activity and search behaviour that you can leverage as far as your Google Ads campaign goes.
However, in this time of social distancing and other measures, some services can continue virtually. For such services, you might want to set up your Google Ads in a way that allows you to tap ads about such services. You might want to use tools or functionalities like ad copy or even ad extensions to communicate advantages or upsides, including quick delivery, free delivery, and drop-offs.
Ads that factor in such stuff are very welcome in this time and can come in handy as a strategy for your Google Ads campaign or strategy.
Conversion Tracking
You need to ensure that you set up conversion tracking in your Google Ads account, so you know where the conversions are coming from. Whether it is at the keyword level or due to other factors, you need to ensure that you keep track.
There could be different sources or drivers for conversions. By setting up conversion tracking, you equip yourself with a tool that will allow you to harness and leverage what works for your ad campaign.
Narrow Down Your Goals
It is safe to say that amidst the Coronavirus outbreak, your ad strategy goals are not the same as those before the pandemic kicked in. Notably, the outbreak has led to shifts in consumer tastes and preferences, and these shifts feedback to the sellers and advertisers as well.
No advertiser wants to spend time and resources on products that are witnessing depressed demand. Therefore, it is crucial that you narrow your goals and set clear, realistic, and achievable targets. There is no contention that there will be a slowdown for some time to come.
However, you can take this time to reassess the targets, goals, and objectives of your ads strategy. This will help to position you well, even as the outbreak evolves in many countries across the world.
To sum up, the Coronavirus is upending daily living in many countries worldwide. The economy is taking a hit, and there has been a notable decrease in the consumption of goods and services. In the ads arena, business is not as usual because there has been shifts in internet usage and consumption. In this regard, you must adjust in ways that will allow you to manage Google Ads during this outbreak properly.
