PPC strategy during and after Lockdown
PPC strategy during and after Lockdown
From May, the government started easing the lockdown rules slightly, many shops are starting to re-open and are using online businesses to market their products across Google.
Most of the companies are affected by the pandemic, through some continued to market their business through Google Ads, and a few have flourished and had to extend their budgets. Other businesses don't find an option to do that and have to reduce their budget and visibility or interrupt their ads.
With the new rules, brands started to market their businesses again. If your business is one of the unfortunate ones who had to decrease budgets or pause campaigns, it's a genuine suggestion to start out a ‘reactivation plan’ in order that you're well before the lockdown being lifted and everybody going back to normal.
You may not have enough time to organize and be able to begin again as the announcement may come quickly. Then you have to believe your strategy, your competitors, budgets, and where you're getting to start, especially for businesses, who stopped their marketing since the pandemic, as it will be like starting again
Experts told that if a brand doesn’t focus on marketing within the past, now it’s the right time. Since many are using online services, they have seen a change in consumer behavior even after lockdown. These behaviors will turn into normal overnight. People will not stop online shopping, as the virus spread is not dead.
So, taking these changes into consideration, here are some of the tips to get started
Start now
If you're not using Google Ads for your business, focus on building and testing audiences and remarketing lists. To promote and push products target the customers
Do your research
By using tools like Google Trends and Search Console Performance Reports it is possible to view your audience’s interests in certain products. Consider your competitor's position, and analyze the actions to be done to out-perform them.
Plan your strategy
Consider the campaigns that you are going to do and the products that catch the customers. Plan your campaigns accordingly. If services are not to the mark, then start bidding on keywords related to information search or plan awareness campaigns to catch customers’ minds.
Think of your budget
While going with ads, a good amount of budget is suggested to reach targeted customers. Though your budget is low, we suggest putting your budget on the best performing areas. Google’s tool, Segments, identifies the areas to allocate budget and where to reduce it.
Test,
The campaigns have to be tested, which include testing messages, audience, different products and to. The gathered data and knowledge helps in finding the best campaigns and you only have to perform minimal testing after lockdown to find a new audience and new interest.
Still, need help and advice with your Google Ads during this time or for after lockdown? Get in touch and we can have a chat about how we can help you and your business.
