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COVID-19 and PPC

Posted on: June 5th, 2020

Marketing Amid Covid19

Coronavirus Pandemic has affected every aspect of life. In an effort to collect the latest insights and identify top challenges and opportunities, the Better Business Bureau (BBB) conducted a pulse survey with businesses and customers across North America on the perceived impact of the pandemic and how it’s changing consumer behavior. The numbers show unemployment could reach 25% while tens of thousands of small businesses are barely surviving. Once consideration every business is taking is where to tighten budgets. The American Marketing Association reports this is the time to insert yourself as the expert in your field. Instead of cutting your marketing budget, sharply analyze all aspects of your marketing strategy.

Google Ad Credit

Although it may not be the best time to start a Google Ads Campaign, it’s also not the time to end your campaign. Recently Google announced that they will be providing Ad credits to both small and medium-sized businesses. Any account which advertises on Google Ads meets the eligibility criteria and will receive an ad credit. This is an ad credit for future Google Ads spend. It will not be applied to billed/invoiced past or current Google Ads spend. These ad credits will be applicable across the Google Ads platform including Search, Display, and YouTube, as well as, all campaign types. 

Keyword Research

Due to changes in SERP (Search Engine Results Page) keyword research is more important than ever. Focus on bidding changes for key-phrases relating to your brand. The more you spend protecting your brand, the less budget you have to rank at a high position and impression share on non-brand terms. Be selective about your keywords, and focus on a high-quality score. By achieving a higher score you can bump your ads above the competition. Unlike SEO that can take months to achieve first-page visibility and ranking, an optimized Pay Per Click advertising campaign will thrust your company above other businesses. However, neglecting to analyze your keywords will result in a drained budget. 

Optimized Targeting Options

Google Ads geo-targeting allows your ads to appear in the geographic locations that you choose: countries, areas within a country, a radius around a location, or location groups, which can include places of interest, your business locations, or tiered demographics. With each click costing a heavy chunk of change, making the mistake of wrongfully targeting a location will cost a business a substantial amount of money. Your business can also target specific demographics which include parental status, household income, gender, and age. Remarking options give your business the ability to show your ads to users who have previously visited specific pages of your website.