Almost overnight, companies across the globe have been forced to change their business models to limit the economic fallout from the Covid-19 pandemic and generate new revenue. With entire communities suddenly grounded and workforces operating from home, marketing services are just one aspect that have been turned upside down, with many having to rethink their digital advertising strategy.
Modern marketeers spend considerable time and budgets observing consumer behavior and creating a pay-per-click (PPC) strategy which ensures that specific digital goals are met online and through media. But now, in this uncertain post-Covid world, many are finding that the ideas they implemented at the beginning of 2020, and perhaps in the peak of the virus, are no longer relevant.
Many of these parameters have been practically obliterated by coronavirus with many businesses needing to reset their digital advertising strategies. It is extremely important that PPC strategies are adapted to the new norm, not least because Covid has led to a huge increase in online purchases, meaning that –even with confinement measures easing—PPC has never been so important.
Here’s how your PPC strategy should change
A good place to start when updating your PPC strategy is to look at your targeting. Covid-19 has resulted in unprecedented travel restrictions that have shaken up our globalized world. Many markets will still be limited by border restrictions, particularly the travel sector, so businesses should consider adapting their targeting strategy to focus on more local markets, being sure to stay up-to-date with the latest restriction changes to keep targeting relevant.
People are also still much more likely to be working from home, therefore companies should be looking to target them at home instead of on their commute to and from work. Many industries are receiving less traffic from mobile and a bigger increase in desktop because of this change.
It is important when writing ad copy to remember the devastation that coronavirus has caused, and to adapt ad content taking into account the current climate. One way of doing this could be offering special deals addressing the difficulties that customers face.
Finally, the virus has seen human behavior change drastically, and this social adaption is constantly leading to new lifestyles and trends. As a result, keyword trends are also changing, meaning that businesses will now have to ensure keywords reflect new arising trends.