The COVID-19 pandemic has influenced our daily lives in more ways than expected. Social distancing is a common term around the world, retail operations have closed their doors, remote work has increased exponentially, digital and search ad budgets are taking a hit, and uncertainty abound.
Although daily routines and work-life are disrupted now, things will improve, and as part of the digital advertising community, we just need to adapt to the changing conditions. For the digital advertiser, what does it all mean?
”COVID-19” is dominating new searches
It’s not surprising that users are turning to Google for answers about the Coronavirus. Google Trends data shows that COVID-19 searches in the United States peaked in March:
Google is banning bad ads
With the spike in COVID-19 searches, Google is blocking all ads that are capitalizing on the virus that promote phishing, conspiracy theories, malware, and misinformation. Such ads that sell home testing kits or surgical masks that claim to protect you from Coronavirus.
Facebook is banning ads that promote a COVID-19 cure
The social advertising platform is banning ads that promise to cure or prevent the Coronavirus or attempt to create a sense of urgency about necessities, like sanitizers or toilet paper.
Facebook’s advertising revenue is taking a huge hit
Facebook ads are seeing a decrease in revenue as there is reduced spending in travel, retail, consumer packaged goods, and entertainment, which represents 30% to 45% of Facebook’s total revenue.
Amazon is reducing its Google ad spend
Tips on how to improve your ad campaigns
Put these six tips into practice to make a positive impact on ad campaigns.
- Don’t use “COVID-19” in your ads
Avoid using the term in your ads because even if you’re not using it as a means of profit-seeking, Google is coming down hard on ads mentioning the term. So, you can expect to have zero search volume for applicable ads. It’s best to avoid the term and look for alternatives, such as “stay at home” or “stay safe” for your ads.
- Add “Coronavirus” and “COVID-19” as negative keywords
Doing this will stop your campaigns from reaching irrelevant panicked searchers.
- Pause ad messaging that goes against social distancing
Analyze your ad creatives, and if you find messaging that goes against the social distancing protocol, pause these ads for now (i.e., people holding hands, concerts or events, families on vacation, etc.).
- Focus on your post-click experiences
With internet usage up by as much as 50%, your target audience is likely at home online looking for solutions. This is the perfect opportunity for you to focus on post-click experiences. Ensure you’re segmenting audiences and creating post-click experiences at scale to make most of these uncertain times.
Post-click experiences are essential at establishing first impressions and keeping people focused on your offer. So, the more you can make an immediate, positive impression, the better chance you have at converting them.
- Show remarketing campaigns on all marketing platforms
With increased user browsing, this is the perfect time to re-engage with visitors and get them back to buy with incentives like free shipping and special promotions. TOMS extends returns and urges people to stay at home and wear their comfy slippers:
- Add a Coronavirus exclusion list for Google Ads
Excluding placements allow you to stop your ads from showing on those places. For example, you can exclude websites or domains that aren’t appropriate for your brand. In light of the Coronavirus, you can exclude your ads from appearing on news sites or URLs that relate to COVID-19. You can browse through the exclusion list here.
Prepare for the future, pay attention to post-click experiences
Even during these uncertain times, try and keep a positive attitude and remember things will improve. Review the six tips above as you analyze your campaigns and be sure to provide relevancy in both ads and post-click experiences.
In particular, look at your post-click pages, ascertain what needs changing and make the updates. Have you segmented your pages for each audience? Are they personalized for target audiences? Can you make those changes on a massive scale?
Discover how to create unique post-click experiences at scale by signing up for an Instapage Enterprise demo today.
source - instapage.com
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