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April 28, 2020

Should You Adjust Your PPC Strategy During COVID-19?

Author: Valerie Baker

The COVID-19 pandemic has been affecting the world for a few months now, and business owners and marketers are still trying to adapt to the new business landscape it’s created. Marketing strategies need to be adjusted to respond to new consumer behaviors, with a focus on digital communications.

Depending on your industry, you may be struggling to understand how to keep your operations functioning normally with stay-at-home orders and social distancing regulations. As a digital agency, one of the first questions we’ve been asked is should I turn off my PPC ads?

During a crisis, it is a normal knee-jerk reaction to want to turn off ads and cut costs where you can in the time of uncertainty. However, we advise you to leave PPC ads running when possible. Here are a few tips for managing your PPC campaigns and adjusting your strategy to respond during the coronavirus outbreak.

Evaluate Search Traffic in Your Industry

Every industry is being affected by this outbreak in a different way. Recent studies from Search Engine Journal show that some industries websites – like eCommerce, health & wellness, recipes, and food delivery services – are seeing a huge surge in traffic due to high demand. Other industries – like travel – are seeing a decrease.

Take some time to evaluate your PPC campaigns over the last few months, as well as your organic search traffic and see if there have been decreases. Research and see if there is any data available on industry trends.

Even if you see decreases, you will only pay when someone clicks on your ads so it’s worth it to continue to keep ads running. You can also consider redistributing your budget to focus more on products and services that have more demand in this current environment.

Adjust Your Ad Copy & Messaging

You may need to adjust your messaging to focus on how your products and services can help people through this difficult time, and highlight how you are adjusting your operations to follow safety precautions.

First, review the current copy and make sure it still fits the current landscape. Look out for calls to action that say things like “Visit Us Today” or “Make an Appointment,” or anything that may no longer be accurate with your company’s current operations.

Next, modify the copy to reflect anything your company is offering at this time, like virtual consultations, curbside pickup, limited office access, or supporting essential services. Be sure to adjust both your primary ad copy, ad extensions, and landing pages.

Review Your Keywords & Search Terms

Another key step in adjusting PPC strategy is to review your keywords. It’s important to evaluate your keywords and make sure they are all relevant to the products and services your offering now.

You may see a change in search queries that are triggering your ads with changing search trends and consumer behavior. Review the search terms in your account and look for areas of opportunity to add new keywords, like those that reference virtual consultations or shopping online.

Additionally, add negative keywords, specifically those that reference the virus or pandemic. Since many people are turning to search engines for more information about the virus and news updates, you don’t want your ads to compete for those searches.

Get Help Navigating COVID-19 From A Digital Agency

As a business owner or marketing manager, it’s a difficult time adjusting to the continuously changing business landscape and trying to stay on top of constantly changing government regulations, while trying to keep your business operations afloat.

Atilus wants to do our part to help our community during this crisis and we are here to help small businesses get through this. We are offering free marketing and website consultations where we can see how we can help your business grow through digital marketing. To set up a consultation, give us a call at (239) 362-1271 or contact us online today!


Valerie Baker

Valerie is the Senior Account Manager & Project Manager here at Atilus.

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