COVID-19 has put us all in a dilemma, regarding the marketing strategies. One marketing strategy you might be having the most concern about is paid marketing. From the past, major global events have always affected PPC and COVID-19 will not be an exception.
You are not the only one to be thinking about the pros and cons of paid marketing during present times. And well it has both pros and cons.
How paid marketing is affected in the COVID period?
With the effects of a pandemic on the economy and expenditure habits of people, it is difficult to decide for you to continue or not with pay per click marketing.
A decrease in physical customers in only a short period of time is not alarming. And so, everyone is headed towards virtual platforms.
The new directives regarding COVID-19 have made people change and adapt, so that is what as advertiser you should do too. Adapt according to the needs and pattern of online engagement of people.
During this pandemic, the maximum number of people are spending their time online. This seems a good opportunity for online marketing but not all who are online might be in a position to spend as much as they could before.
Your business and services might or might not be in the demand currently regarding the COVID-19. So what will you do? Let us find the answer.
A lot of brands are seen to be pulling back on their paid marketing. But how beneficial will it be if, after the pandemic, your business may have been forgotten?
The best way is to run paid ads. Many of the businesses can adapt the paid ads strategy and run ads on platforms like
- Google Ads
3 steps to follow to improve your paid marketing strategies
Everyone is practicing social distancing but that doesn’t mean they are not active on social platforms. You can easily run your ads on social platforms and get a huge chunk of traffic on your website. If you are planning to run ad campaigns for your business, it’s essential to take a look at the keywords you are going to use. Also do not forget to check the ad-copy carefully before finalizing. Follow these 3 steps to improve your paid marketing strategy during COVID.
Examining your keywords-
Examining the righteous keywords is the best gift you can give to your marketing strategy. Before you examine your keywords, know how your customers are being affected in the Covid-19 pandemic. Your website may not be equipped with the valuable information your customers might be searching for. Look at your search bar queries to know the information your users are looking at your platform.
You might be surprised by your research and find that there is another niche related keyword for your business which you have no idea about!
You can also look forward to many keyword opportunities within your business premises on topics like:
- Work from home services
- Health service
- Streaming services
- Communication tools
Keyword research can be problematic sometimes. You can use many keyword research tools to find the most suited keywords for your paid campaigns or you can also let us know. We are a leading digital marketing company that provides the best digital marketing strategies for every business. Adqnix Techlab Pvt. Ltd. can help you find the best keywords and also report on how these keywords are working for your paid campaigns.
Work on your valuable statements
Many entrepreneurs have updated their valuable proportions to change the way they are serving their customers. You can also apply this strategy to your paid marketing campaign. Businesses can add appeals to their ads and can motivate their users to click with relevant statements. For example, it can be anything either related to providing discounts, free shipping, or home delivery options. Just make sure that you are not using anything to provoke anxiety or fear during this time of crisis.
Study negative keywords –
Though it is necessary to work on finding the most suited keywords for your business it is also important to know the negative keywords that are showing your ads for the search terms you don’t find worthy for your business.
You can use the negative keywords for the terms that you are not offering during this time like in-person services that your business isn’t offering can be set to negative keywords. This decreases the flow of money on wasted clicks and keeps your ads more trustworthy. This helps in increasing the quality of your keywords.
You can also stop where you feel so. For example, You might not want your paid ad to be shown next to some COVID-19 related content.
However, in a survey, it is found that many people have limited their brand visibility near COVID-19 sensitive content. This can be achieved with negative keywords.
So based on your research and what you wish to sell in this period, you can limit your paid ads and save a huge chunk of your money.
How to get back in the Paid Marketing game?
Out of sight of out of mind! They say.
It would be better to keep your paid ads running with adjusting your budget rather than killing the program completely.
You should consider moving away from conversion-focused marketing to brand marketing. Focus on finding and adjusting according to the needs of your target audience.
See how your business is portrayed to your customers. Make things easy for customers while aligning your brand with recognition.
It will also be difficult for you to know the search behavior which is changing abruptly due to COVID-19. So, adjust your online presence accordingly.
Increased internet usage does not necessarily ensure an increase in organic traffic. Paid marketing will give you genuine non-organic traffic. Don’t let the statistics dampen your spirits. Pay-per-click will give you searchers who are actively seeking your business out.
So, by all means, market your business just not only as a business owner but also as a member of the pandemic induced community.
You might not have an idea that you are using keywords that do not resonate with your customers’ demands.