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Pivot Your PPC Strategy for COVID-19


COVID-19 has not just impacted global health but the economy as well.

As consumer habits change, so should your digital marketing methods. Although some businesses initially curbed their digital advertising spending, the market grew over 12 percent in 2020. Furthermore, stopping or reducing your spending on digital ads, like PPCs, may hurt your organization in the long run in a few ways, such as:

  • Out of sight, out of mind –customers may forget about your brand without a strong online presence.
  • Customers are online, not in your store – the pandemic forced more people online for shopping, business, entertainment, etc. So why would you reduce your presence when there are more potential customers than ever?
  • Lose momentum – once you choose to stop advertising online, you’ll lose all the headway you made over the past few months and years. When you do decide to increase your digital ads, you’ll have to start all over again.

However, if you want to get the best ROI for your efforts, you’ll need to adjust your approach. Here we’ll offer you ways to pivot your PPC strategy to be effective during the pandemic.

Adjust Your Offer

Some industries have been hard hit by the pandemic and suffered more than others. For example, travel, events, and car rentals have seen their industry devastated over the past year. No matter what impact COVID has had on your business, consider adjusting your offer so you can still demonstrate your value. That will mean disrupting your business model, but you’ll need to be flexible to survive. Get creative and develop new ways to connect with your audience. For example, if you’re in travel, build a VR game or app that allows people to see new destinations from the comfort of their homes. Uncover innovative ways to help your customers with their pain points, such as gifting necessities like Vitamin C, tissues, or the like. Essentially, pivot your products or services to fit with demand, such as:

  • Medical services
  • Homeschooling
  • Entertainment
  • Social distancing
  • Protective equipment
  • Remote workplaces

Refresh Your Content

Have a look at your current ads and campaigns to see what adjustments can be made. Consider adjusting your CTAs, images, shipping information and hours of operation. It’s also advised that you add a section about how your company is responding to the pandemic. Your copy should be softened to remove any content that includes terms like capitalize, gain, and profit. Instead, use words like contribute, connect, or respond. Also, do away with any copy that seeks to invoke urgency, such as don’t miss out or get yours before they run out. This tone is not appropriate for a world that is on edge over COVID.

Offer Discounts or Specials

Discounts can help boost your click-through rates, particularly if you use more incentives to encourage shoppers to buy. However, sometimes consumers will equate a lower price with low-quality products or services. You can get around this by providing value in different ways. Offer free shipping, create a collection of popular products, or give BOGO deals. You may even want to offer a discount on gift cards so customers can make a future purchase.

Develop Robust E-commerce Approach

One of the changes that COVID cause in consumers was a rise in e-commerce purchases. Last year, over two billion people purchased products and services online, spending over $4.2 trillion. In the midst of a global pandemic, the e-commerce industry grew 25 percent. That means it is a great time to focus your PPC campaigns on sites like Google Shopping and Amazon.

Optimize Your Budget

Review your budget and consider shifting spending into areas that are more likely to see larger gains throughout the pandemic. Take note of any geographical shutdowns that could impact your business and adjust quickly. Look at your past budgets and actual spending to see if you can apply any savings to future PPC campaigns. Alter your platform settings to more economical ones, such as lifetime spend or put monthly spending limits in place. Automation features can help you save money and get a bigger ROI from your PPC spending. Don’t be afraid to cut ad campaigns that only offer average value.

Make PPC Campaigns Work For You

If you’re able to make your products or services relevant to consumers during the pandemic, adjust your offers, and add in some discounts, you’ll find a strong ROI for your PPC efforts.

At Soap Media, we know how to help you get the most from your digital advertising efforts. Contact us today for a free quote.

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