The recent Covid-19 pandemic has completely shifted the marketing landscape within a short space of time. Every day is a new risk for businesses, with industries collapsing all around us. Those looking to sustain and keep profitable will have to reevaluate their strategy and positioning to align with the times.
Here are our top 3 tips to help you understand how to adjust to these rapidly changing trends and to help keep your campaigns and businesses agile during this scary time.
1. Messaging
Right now clear, empathetic and on topic messaging across your ads needs to be a key focus. Customer’s priorities have changed, and they want reassurance from the businesses they buy from. A softer sales approach is going to be necessary here.
Consider using key trends as the theme to your messaging such as:
Social distancing
Working from home
Family togetherness
Online socialising
Selfcare
Entertainment / streaming /
Essential and medical services
If your product/ service message can be tied into one of these areas, consider shifting your PPC strategy to align with these topics
Review your current campaigns and determine if the messaging is: (a) Still a good fit b) Has the right tone (C) What should be added to accommodate the changing landscape. Some examples:
Revise current messages for inappropriate terms and CTAs e.g. Store-Visit Discounts.
Clearly communicate empathy for your customers’ current situation e.g. by referencing the ability to use products or services at home with wording like “Stuck at home?” or “Learn X at home,”
Reiterate shipping information which promotes security and ease e.g. contactless delivery, free, fast shipping, hassle-free.
Emphasizes flexibility in a company's terms and policies which promote reassurance e.g. free cancellation.
Changed hours of operation.
Consider the tone of your headlines, descriptions, and landing pages and Ensure not they clearly convey the above info.
2. Audiences
Audience tools & features are key in understanding your customers at this time. What category of people are still converting? Who’s researching but not buying just yet? And who has just dipped out completely? Now is the time to take a granular look at your users in order to refocus attention and budget for maximum profitability.
Focus on repeat customers. If you offer the type of product/ service which encourages repurchases, this will be a essential strategy to encourage sustainability. Repeat customers have a shorter buying cycle than regular users and already know your brand, which will in turn generate a lower CPA. Consider creating a campaign/ ad group solely focused on these users with specific messages to encourage continued customer loyalty.
If repeat converter traffic is shrinking, try adding Similar Audiences to find similar users who potentially are the next most likely to convert.
If brick and mortar sales have declined or ceased, consider Customer Match lists created via Store Sales Direct to reconnect with prior purchasers who may be moving from offline customers to online customers.
Use Google Ads Audience insights to help you find new audiences by showing valuable information about the people in your remarketing lists. You can Discover the demographics, locations, devices, and interests that make up your remarketing lists and use this info for more effective targeting.
Use your remarketing lists as part of a longer term strategy. For a lot of industries, sales cycles are expected to be much longer. Capture users who now may be only researching a product or service, waiting until post-virus to finalise their purchase. Then when they are ready to buy, your product can be front and centre.
3. Budget
Now is a good time to reevaluate your budgets and calibrate your budgets vs. spend. Regardless of your situation, keeping spend to a minimum without affecting results is going to be key.
Shift budget to the most the best performing campaigns. This will maximize results without wasting spend.
Consider Shared budgets. As supply and demand fluctuate, campaign volume may vary on a daily basis. Creating Shared Budgets may allow Google Ads to automatically allocate budgets across various campaigns to ensure that the campaigns that do have demand, are receiving enough funds to handle volume.
Consider auto bidding If you see changes in volume because of fewer queries and fewer ad clicks. These changes can be handled by Google’s auto bidding system.
If you see changes in conversion rates, you may have to revise your CPA/ ROAS targets based on broader trends or other business indicators.
Move unused budget to the ads that need it the most using the “Move Unused Budget” Recommendations in Google Ads.
If you still find it difficult to manage your campaigns feel free to schedule a free consultation with us.
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