With the uncertainties brought about by COVID-19, most businesses have been experiencing a new set of challenges as they navigate their way through this period. As digital marketers, it’s our role to come up with new solutions to manage these risks, particularly in the digital space.
Aside from focusing on the usual topics about SEO in Singapore, we’ll be talking about how you can maximise the use of Google Advertising. Read on for some practical and helpful tips for your Google Ads strategies.
1. Take note and edit negative keywords
With more people staying at home, their time spent on online activities has skyrocketed during this time of crisis. At the same time, their spending habits have also changed as most consumers are stocking up on essential items.
Hence, the data gathered from search engine traffic might have taken a different turn. So, take note of the search query trends and keep an eye out for non-converting terms anytime you conduct keyword research. Regard these terms as negative keywords for your digital marketing campaigns to filter out unnecessary traffic.
2. Be cautious of your automated bid strategies
As you know, automated bidding is a form of Google Ads bid strategy that is meant to maximise results according to your campaign goals. While it’s undoubtedly an effective way to boost the efficiency of your business, you should also keep track of any existing automated digital marketing campaigns.
Similar to how machines can adopt effective ways to maximise your bidding and return on investment (ROI) in certain campaigns, they also can pick up on poor habits. To prevent runaway costs-per-click (CPCs), set a limit on your bids.
3.Distribute budget across devices
Depending on the type of technological device, searchers have different needs and patience when searching for a keyword. So, take note and distribute the budget accordingly across devices. You can take note of the conversion rates across devices to make an informed decision and set device-specific campaigns to allocate budget accordingly.
4. Take the opportunity to focus on branding
Now is a good time to concentrate your efforts on branding, mainly because the time that consumers spend online is increasing. For example, optimise your website for mobile devices; it’ll help to boost awareness across the different devices.
5. Consider optimising ad visibility at specific timings
Physical shopping has always been limited by time, such as the opening hours and peak hours after work. But this means, online consumers’ buying behaviours have a possibility of changing as well. Despite the 24/7 availability of online shopping, consumers might browse through products at different timings than they used to before as they spend more time at home now.
Although it may take some trial and error to find the right settings with maximum ad visibility and the ideal optimisation – don’t be afraid to venture and experiment.
6. Evaluate ongoing campaigns
During this uncertain period, it’s crucial that you remain transparent with your consumers. This means, if you need to update them on any delays regarding your products and services, be upfront about it – regardless if you’re letting them know through sending out an email or by editing your ad copy.
This could risk dampening your click-through rates (CTRs), but it could also aid in the profitability of your campaigns. Customers appreciate honesty and transparency from brands.
While you’re at it, be quick on your feet at the sight of any changes in shopping behaviours and so forth. By keeping updated, you can spot potential risks and aid in the efficacy of your paid search campaigns.
7. Rely on custom audience
If your conversion rates are declining, come up with a custom audience via Customer Match, which lets you leverage both online and offline data to reach and re-engage with your consumers across search, Gmail, YouTube and Display advertisements – using only the data that consumers share.
Moreover, as Customer Match lets you target consumers and those around them, it’ll give you the chance to retarget to your audience.
We hope the Google Ad strategies shared above will be of great benefit to you. These strategies can be applied during COVID-19, and even during times of non-crisis. If you face any concerns regarding the impact of COVID-19 on your business, our digital marketing agency is here to extend our expertise to help.