How To Utilise Paid Search In The Time of a Crisis
You may have noticed a (very) prominent trend running through our recent blog posts. Whilst we’re all pretty tired of hearing about Coronavirus, there’s still two weeks minimum left of lockdown or potentially longer for some. With this in mind, we believe that there is no better time to capitalise on how your marketing strategy can help to pivot your brand at this uncertain time and why doing so could be key to the future success of your business. Find out more about how you can utilise paid search in the time of a crisis, below!
We’re up to scratch when it comes to understanding the pressure a number of businesses are under right now, whether they are struggling to capture leads or have seen a reduction in sales as a result of the current COVID-19 happenings. As such, we’re offering free, no obligation SEO or marketing advice to businesses impacted by Coronavirus. Afterall, we’re all stronger when we work together.
Table of Contents
- PPC Bidding Strategies (Automated vs Manual)
- Review Your Top Of Funnel Click Traffic
- Focus On Most Violate Campaigns
- Prepare To Be Flexible With Your Budgets
- PPC Bidding Strategies (Automated vs Manual)
PPC Bidding Strategies (Automated vs Manual)
During uncertain times where a significant shift in user behaviour has been detected, it’s advisable to take manual control. With this in mind, one of the first steps to utilising paid search in the time of a crisis is reviewing your automated strategy and budgetary caps on campaigns. This will help to make sure that you still get the most from your paid search campaign whilst Google catches up with the unpredicted circumstances. By doing so, you can monitor how much you are spending for your return, enabling you to toggle your budgets where necessary.
Review Your Top Of Funnel Click Traffic
The next step to utilise your paid search campaign is to review your top of funnel click traffic. This will be an initial indicator to how the specific marketing is changing. If you notice a considerable change in your generic broad terms (+/-), you can filter this insight into your other campaigns. There are a number of ways to increase top of funnel traffic through link retargeting and, by using a combination of retargeting links and curated content, you can quickly build out your audience. It’s the perfect solution for any business, big or small, who wants to build brand awareness including those that may be struggling to publish content on a regular basis as a result of COVID-19.
Focus On Most Violate Campaigns
During any period of change, not least the Coronavirus outbreak, you need to look out for the campaigns with the biggest WoW differences in performance. This will enable you to isolate what has changed in Imp/click traffic and will help to identify the changing nature of the market. With this insight, you can then gain a deeper insight into the market and user behaviour, helping you to identify the next focus point for your campaigns. With so much uncertainly circulating the online world, particularly now this will enable you to further optimise your PPC performance. Assuming that you already have built a strong account structure, consider possibly pausing keywords with poor performance and building out your negative keyword lists by monitoring what users are typing into Google.
Prepare To Be Flexible With Your Budgets
During uncertain times, it’s important to have an agile budget between each campaign. This will enable you to reapportion spend based on quick changes in online behaviour. In light of the current circumstances, our specialist paid search team suggest streamlining the management of campaigns to quickly rebalance accounts. Essentially, this will help to ensure that you aren’t “caught out” by any costs that are generating the return that you need for your business to survive. It’s likely that you’ll need to reconsider your budgets, and even have to add to your existing budget to get your business where it needs to be.
Despite the COVID-19 outbreak, it’s important to remember that everyone is in the same boat and is currently up against the same challenges. With more people relying on online advertising to push them through the pandemic, the marketing sphere is becoming increasingly competitive – but that doesn’t mean you should stop altogether.
Now, it’s even more important to make sure that your branding is on point and to make sure business is as usual. For more information about how you can utilise paid search in a time of uncertainty, get in touch with a member of our expert team on 0800 088 6000, today.