As the world struggles to control and recover from the coronavirus pandemic, organizations and companies are starting to resume business activities, and we are seeing indications of a bounce-back in digital marketing and advertising. For online marketing businesses, this implies that your customers—who may have altogether reduced spending and put campaign plans on hold—should start to consider resuming normal activities.
Understanding how to increase your Google Ads account is the first thing you want to focus on. For marketing firms, nonetheless, understanding how to ramp up the Google Ad account is only scratching at the surface. Customers are justifiably unnerved by the impact that the coronavirus pandemic has had on the global economy and consumer spending, and so the logic to reduce spending on their marketing budgets is not surprising. In this way, communication regarding the reasons and potential for resuming promotions, marketing campaigns, and advertising when the coronavirus pandemic subsides is both a delicate matter and unbelievably essential to building trust between customer and business.
So, whether you are searching for help to start customer conversations or a spot to begin with your whole portfolio, Ben Givon is here to help. Here are the five basic, and crucial steps to leading your customers through the uncertainty and challenges brough about by the COVID-19 global health crisis.
1. Monitor conversions that result from paid searches
This step is simple, however, it’s significant in light of the fact that it’s an effective place to begin having these discussions with your customers now. The decline that was witnessed in keyword searches and conversion rates in late March and early April was immense, yet so was the bounce back in late April. Indeed, as April progressed, the rate of conversions on the world’s largest search engine, Google search, had regained about 90% of its pre-coronavirus level.
What does this mean? Basically, this means that there are chances for your target audience and customers, and these chances are particularly enticing when put against the fact that most competitors may not be marketing as strongly as they were doing before the coronavirus pandemic hit.
This leads us to the next step.
2. Monitor Google’s Auction Insights
Popular trends are an effective starting point, however, what your existing and potential customers are truly interested in is their own individual circumstances. Google’s Auction Insights have constantly offered important insights into how competitors are performing, but they are becoming more and more valuable in the sense that they indicate key opportunities when competitors reduce or put their online marketing plans and campaigns on hold.
Begin by presenting your customers with their Google Auction Insights from a period before the coronavirus pandemic outbreak hit the global economy. If you can find instances where competitor activity in terms of online advertising campaigns have subsided or flatlined then it would be a good idea to present it to your clients to show them that now is the prime opportunity to boost ad spend and resuming specific digital marketing and advertising campaigns in order to increase return on investment (ROI) and conversions rates.
3. Guide your clients through strategy adjustments when it comes to reactivating their accounts
Change has consistently been a standard rule in the realm of digital marketing and staying alert of these changes has always been testing to say the least. However, during the course of recent months, changes to how businesses and advertising companies behave online has quickened in pace with the other huge changes. Keeping up is almost impossible and that is accompanies with the various difficulties of living through a pandemic. It can appear to be more secure or less complex for customers to quit burning through cash on advertising and avoid that challenge altogether at such uncertain and worrying times.
Now is your time to shine! As an organization, you are your customers’ main source for advice for exploring these opportunities and using strategies that will make their online advertising campaigns compelling which will eventually lead to expanding their business. This idea should be the most prioritized and maybe the greatest discussion, so Ben Givon is going to give you more to work with. Here are some crucial methods to examine with your clients, showing them that you are up-to-date and can keep their business that way, as well.
How do I monitor changes in keywords and search terms? Simple, use Google Trends
For clients in various sectors, search terms that are relevant to their niche, products and servicesmay have gone through extensive changes as a result of the coronavirus pandemic. Google Trends can give you an insight into the extent of these changes, giving you the ability to see the overall volume of your customers’ main keywords and test them against other keywords and search terms that may have grown in popularity.
Google Trends can similarly filter down to the state level, which means that you can gain an insight into new and recent trends depending on your clients’ geographic location. You could try testing certain essential keywords against new trending search terms that could be relevant to your clients’ business offering. Then, when it comes to evaluating their account, you can present clear data that shows changes to traffic volumes and search terms, and that you have the right solutions to deal with the changes. For domestic advertisers, seeing these patterns and trends at a local level is particularly crucial, due to the fact that various areas of their target market will encounter a rise in search volume at various times. Google’s Community Mobility Reports show precise information on developing trends at a local level, offering a clear insight of when consumers in different locations are coming back to typical levels of business activity, and when it will be most effective to resume digital advertising campaigns focusing on those specific locations.
