A review of the current situation and tips for how businesses can monitor their PPC efforts
We are far enough into this Digital Marketing Agencies in Nottingham global pandemic and most businesses around the world have been affected by coronavirus, and this is no exception for the world of PPC. We do not know how long this will last but already we have seen that many businesses must cease all paid because of the circumstances they have found themselves in – unless you are a manufacturer of toilet paper it was a different story …
That’s a fact. The impact on the search can not be avoided. According to Google, search for worldwide interest for ‘coronavirus’ has increased by + 260% since the first week of February and the interest continues to remain relatively high over the last few months. As the coronavirus is a hot topic of discussion in the media around the world – this increase is not surprising; and we have seen a small spike in interest before from people like ‘Zika virus’ but not on this scale …
Perhaps the most interesting thing about this surge in searches; is the consumer response to this pandemic.
0That sparks the question – how the pandemic is affecting consumer behavior?
On average CTR has increased
Because people were stuck in the room; consumer behavior has shifted significantly – by WordStream clickthrough to the Google search campaigns have increased since February.
As we find ourselves in the room with nothing to entertain us, but the screen, many industries have seen an increase in impressions steaming SERP as health and beauty services, non-profit business, and since the epidemic began. Not surprisingly, CTR for gifting and events has increased many consumers find themselves only able to send virtual gifts online and celebrate.
But not all of the increase in mean big money for the company. The increase in travel and tourism business will most likely have a negative impact as people are not able to travel and many consumers are going online to cancel holidays and flights.
How businesses can adapt to these changes?
pandemic seriously affects our PPC efforts and so we had no choice but to change the way we conduct our business; and changes in consumer behavior, we have to adjust our advertising campaigns. How?
Check drops in traffic
Online and reflects the paid search market. During this time the product / service you might not be attractive to consumers. There’s nothing you can do about it other than watching it. If the clicks and impressions dropped then the likelihood is that the conversion will go down. This is the sad truth. Continue to monitor and in the near future you may be able to make changes.
Changing your ad – to be more sensitive
COVID-19 has impacted people on a personal level throughout the world, so the risk of accidentally coming off as insensitive or even exploitative higher than ever now. It is a good idea to check your ads to use insensitive words …
Avoid: “utilize,” “profit,” “offer,” “profit,” “profit”
Be careful using the “opportunity,” “make the most”
Adopting the language of your ad is to words like “contribute,” “connected”, “play a role,” “navigate,” “resolve,” “respond” if possible.
Consider adopting your display ads against image indoors than outdoors or pictures of large groups of individuals to directly reflect current circumstances.
Do not forget – although your message may need to adapt to new circumstances you still need to supply information, provide value to your audience and in tune with their needs as consumers.
If you already have to slash budgets to stay afloat during this, chances are you have more time to focus your efforts on your customer relationship management. Being proactive as a Digital Marketing Companies in Nottingham brand during this crisis will build the foundation for strong customer relationships when we come out of this crisis. And when interest pipe again and you can get your ad spend; your business will be ready for a possible influx in interest.
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