PPC: Turning Uncertainty Into Opportunity

March 25th, 2020 in Performance Marketing 2 minute read

In these uncertain times, it’s only natural for advertisers to be wondering whether they should change their digital strategy and what their next steps should be.

Of course, this will vary depending on the industry you’re in, but there are some unexpected positives for many advertisers.

More people at home

Firstly, more people will now be at home for the foreseeable future. Whether people are working from home, self-isolating or social distancing, we know that more people will be spending time online. Naturally, this means more people seeing your online activity and more people searching for your products or services.

Expanding on this point, we expect to see some serious changes in competitor activity. Some advertisers are likely to panic and turn off their advertising, which could provide the perfect opportunity for others. For example, PPC cost-per-clicks could significantly decrease as competitors pull their spend – you could find yourself generating more PPC traffic for the same budget!

The benefits of PPC

One of the great benefits of PPC is that you’re only showing ads to those who are searching for your products or services. So you’re never wasting budget on those who aren’t interested or aren’t in a position to take action. It also means there’s less risk of negative brand connotations by advertising at an inappropriate time.

It’s important to keep up to date and in touch with your customer base during this time too – and that’s where social can step in. Ensuring all updates are communicated and showing you are on top of things and reactive. There is a place for all channels in your approach to this situation.

Consider your customers

There are opportunities available to many advertisers despite the uncertainty. However, it is important to consider your messaging because insensitive content will cause serious negative reactions.

It is also important to consider what you can offer your customers. If your phone lines are likely to close then remove the call extensions from your PPC ads, if delivery may take longer then ensure customers are aware and messaging is updated.

Next steps

Of course, we understand these opportunities won’t apply to all advertisers, it is a difficult time for many. But whether you’re trying to drive immediate sales, or to simply keep your customer base growing & informed so that they come back later, PPC & digital advertising is still the most appropriate & cost-effective way to do it.

If you’re worried about your PPC & digital advertising strategy, get in touch – whether you’re deciding on your next steps or would like us to do a free audit of your PPC account. Just email us at performancemarketing@wehavezeal.com.

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