As you well know, the world is in a major panic because of COVID-19. Not only is it affecting the lives of others, but it is also affecting businesses on a local and global scale (offline and online). Also, If you’re a business that implements online campaigns (Google, Bing, etc…) and PPC management strategies, you may have these questions come to mind:
- Should I pause my campaigns in order to manage expenses?
- Should I scale back my budget?
These are important questions to ask and hard decisions to make should you want to play on the defensive end. However, there’s always a flip side.
You can take charge of your business in this crisis by playing on the offensive end. There’s a popular saying that goes like this:
“When Everyone Goes Right, You Go Left.”
We’re not saying you should go crazy on your spending, but to keep your business moving forward so you can gain profits for your survival.
This is where you, as a business owner, will need to courageous, flexible, creative, and patient with our ever-changing environment.
In this post, we’ll provide some tips on how you can manage your PPC campaigns during the COVID-19 pandemic.
Adjusting Your Budget and Spending For PPC Management
We mentioned earlier about pausing your PPC campaigns or scaling back your budget. Of course, pausing a PPC campaign would be considered playing defense. But what about scaling back your budget?
This may be also be considered playing defense but you’re actually playing both ends of the floor (We know we’re using sports references).
Instead of spending $100 a day on a campaign, cut your budget in half and spend $50. Also, take a look at your campaigns to see where you’re getting more clicks and conversions and focus your attention there.
Let your campaigns run for a week, look at your data, then adjust your budget and spending accordingly to see if you’re gaining a profit or taking a loss.
Mentioning Your Business Proposition In Your Ad Copy
Many businesses are closing their doors which means that many people will be staying at home which also means that many people will be online. This is where you can take advantage and pivot your message by adding a promotion on your PPC campaigns.
For example, if you’re a restaurant business, you can add a discount of 5% on orders that are over $40 if they apply a particular coupon. In addition, you can provide a Free Touchless Delivery Service in your message to show that you’re concern about their health and want to protect them.
Of course, whatever promotion that you’re providing to your customer, make sure it’s adjusted on your website.
Now that you know how you can manage your PPC campaigns during the COVID-19 pandemic, you’re fully equipped to make a decision to play defense or offense for your business.
There’s no reason why you should just sit on the sidelines. Your competitors are experiencing the same fears you are, but at least you can take matters into your own hands by using sound PPC Management principles as well as having your PPC campaigns online so your business can survive in the upcoming future.
If you’re in need of PPC Management for your campaigns, contact the team at The AD Leaf ® Marketing Firm and learn how you can grow with us today and weather the storm that is COVID-19!