With people spending more time than ever at home during the COVID-19 pandemic, digital consumption, including Google search activity, has seen a significant increase. In fact, in-home data usage is up 38% compared to the same period last year, with projections at 60%. Because of the significant changes, we’ve put together five questions to help you create a COVID-relevant Google Ads strategy.
Do You Need To Revise Your Keywords?
Your keywords drive your clicks, so make sure you aren’t bidding on keywords that are no longer relevant in your post-COVID world. If your office is not accepting walk-ins during this time, make sure you aren’t spending money on walk-in related keywords.
Are You Harnessing the Full Power of Remarketing?
Because there is less foot traffic in stores and fewer office visits, your sales cycle may potentially be longer. Your clients may also be delaying their buying decisions as they tighten their budget. By harnessing the power of remarketing, you can tag website visitors so they receive targeted ads once they’ve left your website for whatever time period you want, from a month to a year or more. This allows you to stay in front of your customers so that when they are ready to buy, they’ll remember your brand.
Is Your Ad Messaging Relevant?
The messaging of your ads is incredibly important right now, as you’ll want to ensure it’s relevant and sensitive to the current climate. Don’t use calls-to-action that offer a free tour if your tours are currently on hold. If you offer products with curbside pickup, be sure to include that information in some of your ads.
Is You Ad Imagery Relevant (Display Ads)?
Much like your messaging, your imagery should also be both relevant and sensitive during this time. For example, avoid using images that show people in large groups or people shaking hands.
Are Your Landing Pages Still Relevant?
You’ll want to be equally diligent with your landing page as with your ads. Ensure both the messaging and imagery are relevant and sensitive to the current climate during COVID-19. It’s also important to ensure your landing pages have the correct information – they can be easy to overlook when you update your business schedule. It may even be helpful to put a COVID-specific message on your landing pages so potential leads know exactly what your business is doing to ensure safety for your customers.
By answering all 5 of these questions and keeping them in mind as you create or update your Google Ads, you can ensure your ads are relevant and optimized. It may seem tedious or like a significant time commitment, but your leads will appreciate your transparency and commitment to their health and wellbeing.
Partner With M&R Marketing
If you’re ready to start taking advantage of everything Google Ads has to offer, M&R Marketing specializes in Google Ads. We are an experienced Google Partner with multiple certified users, and we’re ready to help you begin benefiting from Google Ads. Email us today at firstname.lastname@example.org.
Stay Tuned for More Articles
This is the second blog in our three-part series about how you can stay relevant amid COVID-19. Stay tuned for part 3:
- Part 1: Creating COVID Relevant Social Media Strategy
- Part 2: Creating a COVID Relevant Google Ads Strategy
- Part 3: How to Stay Connected to Your Customers During COVID-19