There is no doubt that the COVID-19 pandemic has affected every corner of the world. As a result, the economy and businesses in most of the countries took a hit. However, as we return to our normal lives, a planned approach can help in handling the problems.
Now the question is how can PPC help to run business in the coronavirus situation? There are three things that you can do with the PPC ad campaigns to get your business rise up to the challenge.
- Listen to your audience
- Communicate on a daily basis
- Be flexible and adapt
Now, in the following section of the blog, we are going to share how to use these three strategies in your PPC campaigns. Also, we shall give you examples of how others have already used them for their business.
-
Listen to your target audience
This is one of the most important factors to survive this COVID-19 pandemic. You have to listen to your users. You can cut down the costs and expenses, but it is also important to check the consumer data trends.
Before you take any big decision it is better to check out the different sources of consumer data. The best option is to check the website analytics. This will help you in getting details on your audience’s behavior. After that, you can consult with your team on customizing the PPC campaigns accordingly.
-
Communicate on a daily basis
Communicate daily with your team on how to optimize the PPC campaign. Also, interact with your audience to check whether the changes are working effectively or not.
Discuss with your partners by putting all the cards on the table. Figure out what is working and what is not. You have to remember that spending on marketing right now, will offer immediate results.
In this situation, businesses have to be much more agile and responsive. The decisions that earlier used to take days, now they are taken in a few hours. It is important to collaborate with your PPC partner. This will get you the result that you want.
-
Be flexible and adapt
All business needs to adapt to succeed. In this situation, a lot of businesses will scale back or pause the PPC expenditure. This is where you have the chance to extend the market share by spending effectively on PPC. Consider the following scenarios:
If your business is on hold, you can reduce the expense on PPC, but don’t stop it. People will start to look for a business like yours when they are back up and running.
If your business is running on low capacity then it is time to evaluate all the data and check the expenditure. But before that look for chances to shift the focus of your campaign to make relevant changes in the present scenario.
If your business is running as usual, then keep your focus on PPC. However, do not ignore the trends and check the search terms. Make sure that you are on top of things.
Three real-life success stories of the three PPC tips
-
B2B – An e-commerce shop delivering a set of services
Most of the B2B companies are facing challenging times. A lot of customers are thinking twice. Under such circumstances, for one of the B2B e-commerce service taking customers, the company called Vertical Leap decided to reduce the media budget. They shifted their focus on the best-performing search terms and their products.
As a result, they had 60% less expense on media in April compared to march, yet the conversions kept coming. It also helped in generating inquiries and delivered profit for their customers. The drop in conversions reduced.
-
B2B & B2C Customers – An e-commerce shop
For the B2B and B2C customers, the company Vertical Leap took a different approach. The target was to filter the high demand. Thus the focus was on targeted keywords and products that not only generated revenue but also had healthy stock levels and delivery time.
Effective communication with e-commerce shop customers helped the company to become agile and reactive. From the details and insights, the company offered new products to the targets. It was possible through regular interaction with the employees and customers.
With a close working relationship, they were able to increase the revenue by 32% while keeping the investment the same.
B2C – A company offering online learning solutions
Online learning is a major opportunity, especially during a time when people are spending more time online. The approach should be to “keep going” by gathering insights and checking the data trends.
Vertical Leap worked with the customer by adjusting their offering according to the change in customer behavior. At present, webinars, videos call interviews are done completely online. This means they have been able to drive their campaigns and generate conversions.
As a result, after the initial drop, the conversions increased keeping the media expense the same.
Some additional PPC tricks to follow during COVID-19
While considering the general PPC campaign performance, it is important to remember that the campaigns perform better if they are industry-specific. You will have to remember the following:
- Make sure that you take action based on data
- Try to understand your target audience as much as possible.
- Reduce the amount of expense on the wasted ads. It is very important now.
- Create a relationship with your audience, ask them to share their opinions, and try to keep the brand campaign live.
- Focus on the “return on ad spend” if your business is on-demand.
In conclusion, make sure that you don’t forget the 3 must-do’s for a PPC service campaign. They are:
- Listening to your audience
- Communicating with your partners and customers on a daily basis. if not possible daily then make sure that the interaction happens as much as possible.
- Be flexible and adapt to the evolving digital marketing industry trends.
The COVID-19 pandemic has taught us how to run the campaigns in a much more agile and responsive way. Yes, it has taken some time for us to adapt to the situation. But with continuous updates and daily assessment, it will help us to become much better digital marketers in the long run.
