With the start of the COVID-19 crisis, the world economy has taken a severe impact, affecting enterprises from all walks of life. Many of our customers, including PPC and SEO firms and businesses, have seen their ad budgets plummet and demand for their products and services plummet overnight.
What should ad agencies do in the event of a situation like this? Should they quickly decrease the budget or wait till things return to normal?
How Do PPC Advertisers Keep Their Results and Ad Spend Returns?
Let's
be clear about something: Many firms simply don't have the choice of
maintaining their PPC marketing expenditure during a crisis or economic
downturn since their sector has taken such a severe blow. However, if
your firm continues to operate and you are only impacted indirectly,
here are five options from the experts of PPC management Los Angeles
Don’t Panic
Conversions have been down in general, but many of our clients are experiencing a significantly lower cost-per-conversion, thanks in part to decreased cost-per-clicks. If you have enough cash on hand, now may be a great time to take advantage of the lowest click prices in years. Clients have noticed a significant increase in impression share without the PPC team making any significant modifications to their campaigns. This is due to lower competition, which means they get a lot more eyes on their advertisements in the SERPs than they would have gotten a few weeks earlier. Take a moment, look at what's going on in your area, and adapt. If you're not in immediate danger, don't make snap judgments.
Keep the Campaigns Targeting Brand Terms
Even if they're cutting back on other aspects of their google adwords campaign management, PPC marketers must continue to bid on brand search phrases. Even when looking for your brand vs a rival, consumers searching for brand keyword variants are typically prequalified or at the very least in the contemplation phase. If you have to trim a budget someplace, don't do it for the sake of the brand. Brand terms, on the other hand, are often less expensive than other PPC keywords.
Rethink Your Customer Avatars
A customer avatar is similar to a persona, but it focuses more on the specific details of a company's ideal client. Experts say that in the aftermath of a big catastrophe, firms should reconsider their avatars. People change when they are in a crisis. Advertisers should consider the impact of something like COVID-19 on their customers. A worldwide crisis and its economic consequences will have an influence on people's views, objectives, priorities, and problems, therefore you should consider how you fit within that environment. On two levels, this is significant. To begin, consider how an advertiser's offer relates to the pain areas of their target demographic. The second level is concerned with how the audience feels and what they need to know before proceeding.
Find New Keywords or Shift PPC Budget to Alternative Keywords
Business strategy and keyword strategy are inextricably intertwined. If you need to change your service offering, PPC management Los Angeles allows you to test new ideas quickly and attract new customers. These keywords will often write themselves, but before altering budgets, you should thoroughly examine the landscape.
Use the Pay-Per-Conversion Model on Google Display Network
Experts advise switching to Google's pay-per-conversion approach for display advertising. To utilise this model, you must have a track record on your advertising account: In the last 30 days, there were over 100 conversions. Is it possible to utilise a Target CPA instead of paying for click costs? It's worth investigating since several businesses have found that increasing their confidence regarding ROAS while receiving infinite eyes (brand awareness) on their Display advertising has been a very beneficial move.
Visit the team of PPC experts at http://www.topitmarketing.com/ to find out how you can get the campaign kick-started.
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