By now, you won’t need any of us on the Jumping Spider Media team to remind you about the immense disruption that the coronavirus pandemic is likely to have caused to your business. And if you were making good use of paid search via the Google Ads platform prior to the onset of the crisis, you might be in one of several situations right now.
You may have responded to the outbreak by literally pausing all of your brand’s Google Ads activity. Or perhaps you scaled back your campaigns as an alternative to cancelling them altogether? Then, there are those organisations that might now be considering restarting with a completely new account. Maybe this more accurately describes your own circumstances at the moment?
Whatever the case may be right now for you and your relationship with Pay Per Click (PPC) advertising, the key thing to remember is that there will be positives to your situation.
So, if you are interested in reactivating your Google Ads campaigns, at a time when we’re all hoping the worst of the COVID-19 crisis is behind us, what are some of the steps you might be advised to take?
Take another look at your daily budgets
Your firm’s budget for paid search marketing post-COVID-19 may not be the same as it was before the crisis started, or even during the various lockdowns since. So, you might need to adjust your daily budgets on your reactivated Google Ads campaigns.
Evaluate your performance metrics and set appropriate goals
With so many companies facing drastically changed circumstances now compared to before the coronavirus outbreak, it’s perfectly understandable that you might need to look again at your performance metrics. Besides, what constituted “realistic goals” for your paid search marketing efforts in early 2020 may no longer be so in the spring of 2021.
If, for instance, you want to ensure the best ‘punch for your pound’ in what may be more straitened times for your organisation, you might be paying much more attention to ‘cost per acquisition’ (CPA) than you did before the pandemic.
Or if you’re interested in boosting brand awareness as your Google Ads efforts recover, ‘impressions’ or ‘click-through rate’ (CTR) might be an important focus for you.
Review and adjust your ad copy and landing pages
This is an aspect of PPC that can often be overlooked by online businesses looking to restore abandoned campaigns. But it’s an even more crucial element to underline when a brand is coming back from a situation like COVID-19, which may have significantly changed how relevant previously-used ad copy now is.
So, when you come to reactivate your Google Ads involvement, take a look at your existing ad copy, and how well it now aligns with your current keywords, landing pages, and all-round branding. Special deals or discounts you may have been offering for certain products in March 2020 may have long expired, and you might have introduced new offerings that are especially relevant to the preferences and needs of your target audiences in 2021.
The above is far from the start and end of what you need to do to audit and revive a Google Ads account and get the best results out of it today. That’s why, if you’re serious about PPC success this year and beyond, we’d urge you to enquire today to the Jumping Spider Media team, for more information about how we can help.