We hope you and your loved ones are staying safe and healthy in the midst of COVID-19. If you need any extra support during these difficult times, please don't hesitate to get in touch. We're all working from home but you can contact our support team, as always, by clicking the chat bubble in the bottom-right corner of the app.
With COVID-19 in mind, we wanted to share some of the best advice we've seen on how to handle PPC during the pandemic. As the situation progresses, we'll keep updating this guide, whenever we find something genuinely useful.
COVID-19 PPC Advice:
If you have an international audience, bear in mind that your best performing countries are subject to change. You might consider shifting budget away from some of the hardest hit countries and toward those with fewer COVID-19 cases.
Note: Check what Government support is available in the countries you target. Performance may be fairly robust in countries with a generous economic stimulus package in place.
If you use affinity audiences check, make sure they're still relevant. For example, with an increased volume of people checking news sites for updates on the pandemic, "News Junkies" might be too broad at the moment.
Review ad copy and extensions. If you're using any countdown ad customisers it's probably a good idea to remove these. Panic buying has been a big problem for many — a countdown in your ads may come across poorly.
Be wary of automated bid strategies. The search landscape is volatile at the moment which could mess with Google's algorithm. Consider switching to manual or eCPC so you can keep a close eye on performance and adjust bids accordingly.
Join #ppcchat on Twitter every Tuesday at 17:00 BST. COVID-19 has been covered a lot in recent chats, so you can pick up some clever ideas here. Huge thanks to everyone in the PPCChat community for this list of tips!
For the duration of the COVID-19 crisis, the PPC Hero Linkedin Group are helping PPC professionals who are looking for work. If you need it, it could be worth checking out.
Start working on a "reactivation" plan. How are you going to gauge when to bring budget back down the funnel? What needs to be done when this happens?
Note: There are tentative signs that business is picking up again across certain industries, so make sure you're prepped and ready to hit the ground running when the time comes. You can use tools like Google Trends and Search Console performance reports to see when interest in your product/service starts to pick up again.
If people aren't buying your product right now you could shift budget up the funnel (and change your goals accordingly). Try bidding on keywords related to informational searches or putting budget behind awareness campaigns (Gmail, Display, YouTube).
Focus on building your audience and remarketing lists so that, when the time is right, you have people ready to reach out to.
Test new messaging. Does your product have a feature that might be more relevant or useful in the current climate?
If you're forced to reduce your budget, try to keep a minimum viable investment (where possible) so that you notice when performance starts to recover.
If you do need to cut costs, get super focused and only spend on the best performing areas of your account. Segments can help you to identify where to allocate budget, and where to reduce spend.