COVID-19 PPC Strategy

One of the major marketing challenges amidst the COVID-19 pandemic is PPC or Pay Per Click marketing strategies. 

A lot of businesses have been cutting their advertising budgets during these times. Reuters reports an estimated pullback of $26 billion in ad spend across the board, a 10.6% reduction. There are a couple of useful changes to help your business’s PPC strategy succeed during the coronavirus. 

Engagement Based Marketing

One of the most important changes that have been successful during these times is engagement-based marketing. The main message behind this is to focus on engagement with customers and spreading brand awareness. This is an important strategy to utilize during these times, especially for businesses whose products are not in high demand. 

This advertisement and marketing strategy focuses on connecting on a more personal level rather than trying to push products to consumers through their PPC advertising. Because of the financial uncertainty, many consumers are unwilling to spend on unessential items. 

Engagement based marketing simply connects with customers until they are ready to buy in the future. Businesses may take a hit on their ROI in the advertising budget, but running these campaigns are crucial for keeping their customers aware of what the business is about and what they offer. Spreading positivity during these times is important!

Realize and Relate

To go along with what was just mentioned, a business needs to show consumers that they relate and realize what consumers are going through. This is not the time to be pushing products and things of that nature. 

There are numerous examples of businesses that have led by example, such as Starbuck’s initiative to keep workers on payroll and engaged in the community. This type of PR makes a strong statement of commitment to the community. 

Businesses need to be making changes that show consumers that they are trying to help, whether they change shipping policies, make donations, or sell products needed during these times. 

These are not only effective marketing strategies, but more importantly they help the community. Another great example of this is Nike’s move to create safety masks for those who need it. Nike is doing its part in containing the COVID pandemic.

The main takeaway for PPC is to be relatable. Rather than trying to sell, sell, sell, try to be more informative and relatable. Offer discounts or other incentives for essential products that people need.

Or, just spread positive messages! If you decide to continue your PPC marketing campaigns at this time, adjust appropriately and you will reap the benefits in the future.
To find a more effective PPC strategy, get in touch with pay per click experts at Rizzo Young Marketing.