We’re living through an event that none of us have experienced before (and due to the law of averages, we shouldn’t ever again), so knowing how to run your business during these uncertain times is an important undertaking.
We’ve seen businesses getting worried about outgoing money, they’re minimizing their PPC budget or pausing marketing until things blow over. And, hey, we get it. But today we’re going to give you some tips on how you can work your PPC campaign successfully during COVID-19.
Your PPC Budget
We know times are financially chaotic, but with so many people inside and online, now may be an excellent time for you to keep your PPC campaigns up and running. Depending on your business, your buyers may be wanting to see you and need to easily find you.
Check to see if users are searching for you differently and look at your competition’s ads and keywords to make an educated decision on creating a successful ad. You may need to make some edits to running ads in order to get the traction you want.
If your company sells toilet paper, you’re likely going through your budget pretty quickly, use a script to set a monthly limit. Keep in mind that automated bidding algorithms don’t understand what’s happening, so they may increase your bids and that could take a toll on your profits. Be sure you’re paying attention to how your bidding is working through alerts and monitoring and make changes as needed.
PPC Behavior Patterns
A few weeks ago most people were using their devices on the weekend in order to search for whatever they wanted. Now, however, their whole week is a weekend (not including when they’re remote working, of course). So, PPC behavioral patterns are a’changing.
If you used to run specific ads during the weekend because you knew you’d have more mobile traffic during certain times, that may work to your advantage all week long now. You want to make sure you’re running your ads when they make sense for your customer.
Keep Your Ads Relevant
You may be getting the wrong clicks and that’s eating away your PPC budget. Be sure you’re implementing all the negative keywords you need in order to ensure the right people are finding you and clicking on you. With all the new queries out there, it’s likely your ad will need some adjusting.
Update any keywords on your ads and be sure you let customers know if any of your products are sold out or other relevant information so your users can make smart decisions about clicking on your ad.
Only you know if your PPC campaign is up to this challenging time, but don’t give up on it too quickly. Review your ads and find out if easy updates can take your ad from a break-it to a make-it. Commerce isn’t going anywhere and while we may see a decline, your buyers are out there. Make it easy for them to find you and offer insightful words that give you the clicks that count.
Denver PPC is working remotely with our clients and we would be happy to discuss your PPC campaign with you. Give us a call today.