Digital Marketing, Google Ads

PPC Strategy In Uncertain Times

Christian Thomson
August 20, 2020  •   3 min read


Updated September 3, 2020, 11:07 am

Very few of us, if any, have managed to remain untouched by COVID-19. Virtually everyone has been affected to one degree or another, sometimes physically and sometimes financially. Business owners are no less vulnerable than anyone else.

Whether you run a large business or a small one, you may be wondering about the best way to manage your digital marketing, specifically your pay-per-click (PPC). Asking yourself how to reach your audience during this time, and what the best strategy is for your PPC is understandable, but may prove difficult.

A significant part of creating your online presence typically involves your PPC strategy—a paid ad strategy that makes use of Facebook Ads and Google Ads campaigns. A solid PPC strategy is an efficient way of reaching your goals, which might include reaching a larger audience, driving more traffic to your site, gaining leads, making sales, and more.

Here are some thoughts to help you navigate uncertain waters and find the answers that fit your brand.

Making Decisions in Challenging Times

You may already be running PPC campaigns; if so, you may be wondering the following:

  • Should you continue to run your PPC strategy, pivoting the ad message?
  • Do you pause for now and pull your advertising spend?

The best person to answer these questions, of course, is you. Every business is different, and no one knows your business the way you do. That said, there are some tips that might help you in your decision making.

Keep Your Strategy Running If Possible

If it is at all possible, it’s recommended to keep your PPC strategies running. This includes Google Ad and Facebook Ad campaigns. Why?

Creating a successful ad strategy and online presence requires both time and money. If you can continue to keep your ads running, the investments that you have made can continue working for you, building towards the goals you have set by keeping your business front and centre in the eyes and minds of your customers.

Your audience may be going outside less often, but they are going online more than ever, and you want to be sure that they continue to see your brand when they do so. After all, if you are not out in front of them, there is a good chance that one of your competitors is. Now is a great time to connect with your audience, letting them know that you continue to be here for them, ready to address their needs.

What if Your Business Cannot Operate as Usual?

There is the possibility that your business has been disrupted enough that you can’t operate as you are accustomed to doing. Even in this situation, however, there is value in keeping yourself top of mind for your customers.

While this is definitely a challenging time for many businesses, keeping your ads running during such times with an updated focus and reduced spend has proven to be a successful strategy.

As things return to normal, as they eventually must, you will benefit from having remained visible to your clients, who will be familiar with you and your products and ready to convert to a sale.

How to Pivot Your PPC Strategies

Here are some thoughts on how to handle your PPC campaigns during these times:

  • Keep your ads running to let your audience know that you are still available to serve them.
  • Stay visible to your audience, protecting the investments you have made in your marketing.
  • Adjust your message so that you are conveying information that is relevant during this time. Focus less on sales and more on connecting with your audience and supporting your brand.
  • Continue to build audience lists for your future marketing purposes. When you return to sales-focused campaigns, you will have a target that is primed and ready for you.

While there are challenges facing your business right now, continuing your PPC ad campaigns will allow you to return in a stronger position once things settle down.


Christian Thomson
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Christian is one of Canada’s most sought-after digital marketing experts. He has taken Marwick from start-up to 18th Fastest Growing Company in B.C. (Source: Business In Vancouver Magazine). Well known for helping business owners navigate and dominate the digital landscape. Over the last 19 years, Christian has helped companies attract great customers using the latest in digital marketing. Christian was also the co-founder of CIMC, Canada’s largest digital marketing conference. Christian is also a professional surfer, representing Canada at the ISA World Games in France. When Christian isn’t growing Marwick, and Marwick’s clients he can be found traveling with his family.