Like so many other things in our lives, the world of EMS has been on pause during the coronavirus crisis. Many advertisers have totally or partially stopped their campaigns waiting to see how the situation evolves, and now they are considering reactivating them. The best strategy for PPC campaigns at the moment depends on your sector in general and the situation of your company in particular. In this article we are going to see three different options based on this content : continue as before, increase investment or prioritize benefits.
Do you want to know how to make your Google Ads campaigns a success this year ? Click here and see the related course. Discover the trends and news of the Google advertising platform. PPC campaigns 3 ideas to reactivate your campaigns Continue as before with your PPC campaigns This strategy is suitable for companies that have suffered little or even benefited from the crisis, such as advertisers in healthcare and consumer packaged goods. Although they have had to change their messages, the income has not been seriously affected and it is even possible that the costs per click have gone down. If this is your case, these are the recommendations to reactivate your PPC campaigns : Update the messages .
For example, you can move to an approach like: "You've made it through, now it's time to buy/join/discover...". Of course, it is very important to be sensitive and respectful. When in doubt, find someone "outside" who can review your copies. Update the bids . Even if your competition isn't back yet, don't downgrade them, as this is a good time to keep your bids high to improve your Quality Score. Check your budget . Keep in mind that in the coming weeks or months it is very likely that you will have to invest more at specific times, either due to the rise in costs per click or because the reactivation of the economy causes a spike in demand. Invest in remarketing . If your business model is based on repeat purchases, it's time to bet on consumers who already know you through remarketing lists.