YOUR GUIDE TO PAID MARKETING DURING COVID-19

Strategies for Effective Paid Advertising Campaigns You’re not the only one who is curious about how COVID-19 is influencing paid advertising campaign strategies! And the reply is “yes, in both negative and positive ways.” On the one hand, people are staying at home more and using the internet for almost everything. However, a lot of people are cutting back on their spending because they’ve lost their jobs or because they’re trying to save money to help their families survive the pandemic. While some businesses are experiencing a spike in traffic at this time, others with less popular goods or services are either seeing a meager trickle of customers or are forced to pause or end their campaigns entirely. According to Influencer Marketing Hub, 237 brands predict their ad spending to fall by 69 percent in 2020. I’ve already discussed how crucial it is to change course to cater to your target audience’s requirements and desires. This entails examining more carefully what you can provide for people during the COVID-19 crisis, both as a small business owner and as a local. This time, I’ll offer some advice on controlling PPC while the coronavirus is present. PPC, or pay-per-click marketing, is another name for non-organic traffic. (Organic traffic originates from unpaid SEO tactics). You might run sponsored advertisements on the following websites, depending on your small business: Google Ads/display ads on the Google Display Network Twitter Instagram Twitter YouTube (and in-video ad placements) LinkedIn Three Steps to Launch Paid Marketing During COVID-19 Even if you already have an advertising campaign running, it’s crucial to review your keywords and ad wording. Are they working as well as they possibly can? People may distance themselves from others, but that doesn’t mean they aren’t actively browsing and shopping online. Your target audience may not relate to the ad copy you previously employed, and it might even disgust them now. 1. Perform keyword research. Always do your keyword research, but especially right now! Look at the COVID-19-related purchasing patterns of your target market. You could be shocked to discover a new niche keyword you could target or that your clients are searching for something other than what you had anticipated. Additionally, search for keyword opportunities related to subjects like: Streaming services for at-home employment or education healthcare goods and services tools for communication You can either engage a seasoned SEO/SEM business to handle everything from keyword research to data reporting, or you can use one of the many keyword search tools available. 2. Review your value statements. To better serve their clients, many businesses are upgrading their value propositions. With relevant value propositions, like free shipping, home delivery alternatives, or a time-limited discount, you may make your advertising more appealing and get more people to click on them. Just be careful not to capitalize on people’s fear or concern about the epidemic to make a sale. 3. Examine your blacklisted terms. When you want to ensure that your ad doesn’t appear for a specific keyword, you can use negative keywords. Your quality score rises as a result of fewer wasted clicks and more relevant advertisements (which lowers your cost-per-click). You could want to set some keywords relating to in-person services to negative status right away so you aren’t paying for clicks on items your clients aren’t already receiving from you. You can also choose where your advertisement appears. For instance, you might not want your commercial to display in conjunction with COVID-19-related content at this delicate moment. However, because there is simply SO MUCH COVID-19 content available, doing that could significantly reduce your brand’s visibility. Furthermore, 78 percent of those surveyed in a recent study by Integral Ad Science did not view typical advertisements next to content that included coronaviruses negatively. So, depending on what you sell and how you place your adverts, you’ll need to exercise your best judgment in this situation. 4 Marketing Techniques to Combat the COVID-19 Crisis The COVID-19 has changed how we live, work, and interact with one another, from how we connect in our relationships to how we manage our small enterprises. I do consider myself fortunate to be safe and in good health, and I’m looking for ways to see the bright side of everything. I wanted to share 4 marketing strategies to think about to help you maintain the success of your business as we continue to self-isolate to stop the spread of the novel coronavirus. Keep reading. Why Long-Term & Short-Term Paid Advertising Campaign Strategies Are Necessary You must, of course, keep your attention on the here and now and how to effectively advance your small business. But keep in mind your future as you navigate paid marketing at COVID-19. Make judgments based on the knowledge you are currently gaining. Look at your keyword data to see what your clients are using. What doesn’t draw traffic? After COVID-19 is finished, you might discover that you can keep using the same paid advertising campaign methods, or you might discover that you need to significantly change your course. Though it may seem far off, it’s a good idea to consider how your small business would survive this pandemic. Make an advertising strategy today to avoid being in a bind later. You might have to pivot again if it changes, but at least you’ll have a marketing base from which to work. Even though marketing during the coronavirus may not be business as usual, it’s crucial that you have the resources to meet this new issue head-on. The business owners who faced their fears and persisted will be the ones who have succeeded in the end. I sincerely hope that all of my coronavirus materials, including these suggestions for advertising during COVID-19, have been of assistance to you. In the coming weeks, I’ll keep publishing pertinent material. Be careful! To your commercial success Sally Friesen

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