While Google might try to convince you that the best thing to do is to increase your budgets and turn on Smart Bidding. There are many smarter things to do with your PPC budget right now — PPC in a pandemic
Here’s a synopsis of what has been happening so far, what to expect over the coming weeks, & steps to be taken to keep your PPC marketing keep going strong throughout this unstable time.
Changing consumer behavior
With people staying at home, consumer trends will also change. It is the perfect time to make sure your website works deftly on mobile phones.
Mobile-Friendly Test of Google is the best and simple way to find out if your website has any issues website and it provides you with a report on what needs to be fixed if anything.
It is also recommended to split your campaigns by the type of devices if you haven’t done so already. This will let you control how much media spend is going towards mobile devices. And so alter this figure depending on your goals.
Maintaining Media Spend
During times of crisis, many companies decide to pull back on marketing spend. Though it is a difficult time, keeping your PPC strategy up throughout the pandemic will help your company to be at the sound place when things will improve.
It is important to know that during this pandemic, pretty much everyone is in the same situation & it’s very much likely that your competitors are also struggling with similar challenges.
Having said that, there will be some industries which will likely see a boost in business — for example, those who sell laptops, PCs,& game consoles; online course & digital training providers; and SaaS companies to name a few.
Irrespective of whether your industry is seeing a boom or taking a hit if you invest in conversion rate optimization and digital marketing channels now, you may find your business in a much stronger position in the better times ahead.
The important thing to remember is that things will change very quickly. Keep a close eye on your account performance and adjust bids & bidding strategies accordingly.
There’s a lot to take in here, so if you’d like some advice or support related to PPC Marketing or looking for a conversion rate optimization company, we are here to help.
When times are good, we forget there’ll be bad times. When times are bad, we forget there’ll be good times. We will get through this. Please do what you can and, for goodness sake, wash your hands.
Originally published at http://blogsandnews.com on April 19, 2020.
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