Should Businesses Stand Tall or Hunker Down In the Age of Covid-19?
Should Businesses Like Yours Stand Taller or Hunker Down In the Age of Covid-19?
Maybe it’s time to stand taller online? Or maybe it’s time to hunker down? Business is taking place even if the market might “look” like a ghost town in traditional terms… Is it time to boost your website visibility with some SEO or PPC work to land what business there is still to be had?
That may depend on your business sector. Whether the market is better, slower, or gone for now… Maybe you need to check your website or ad campaigns for changes that should be made in this unprecedented time. Maybe you can do something to capture more leads or orders?
If you need help with anything to upgrade or change your online marketing game in the age of Covid-19, we are here for you.
Wishing peace and health for you and those you care about!
Principal Marketing Wizard
### Sharing Article Below, In Case You Don’t Get Google Notices Sent to Google Ads Account Administrators: It Has Some Good Tips
Navigating your campaigns through COVID-19
As communities respond to COVID-19, we know that this time presents unique challenges for businesses. Below are some considerations as you evaluate your ads and adapt to dynamic market conditions.
Evaluate your ads
- Consider your context and tone. Make sure you’re sensitive to how certain words may make your audience feel. Be careful about the double meanings of words like “protection,” “checkup,” “prevention,” or “virus.” For international campaigns, be aware of local terms that have been used to reference COVID-19 and regional disruptions.
- Consider if your message is helpful. For example, edit your ads as needed to let customers know if you offer services like delivery or in-store pick up. Review shipping settings and estimated delivery time to ensure you accurately reflect current capabilities.
- Review assets thoroughly. For example, think about the appropriateness of images and videos that show large gatherings of people or human interaction. Consider the tone of your headlines, descriptions, and landing pages.
- Proactively communicate business changes. If your hours of operation have changed, edit your Business Profile on Google and update your ads so customers know if you’re open, closed, or have modified hours.
Adapt to dynamic market conditions
- Stay up to date on local conditions. The Google Trends page can help you better understand the context in local markets and your customers’ frame of mind.
- Review your performance metrics, and be willing to pivot. For example, significant shifts in conversion rate may require adjustments to your Smart Bidding targets.
- Pause ad groups or ads if needed. Review products and services that are affected by demand issues and adjust accordingly. For example, mark online or local products as “out of stock” across channels if you’re unsure of real-time inventory or restocking times.
- Consider tools that can help you adapt. For example, the Google Ads mobile app (iOS, Android) can help keep you connected to your campaigns.