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Adapting Your Digital Marketing: Paid Ad and Search Plans for Covid-19

  • August 10, 2020
  • By GR Harlow
  • In Digital Marketing, SEO, Website

Covid-19 has not only changed our daily lives, but it has had an enormous impact on consumer behavior. With the uncertainty that lies ahead and tighter budgets, it’s time to reevaluate your pre-Covid marketing strategies. Adapting your paid ad and search plans for Covid-19 should be at the top of your list moving forward into the unknown. 

Here are 5 strategies you can implement for paid ads and searches to increase website traffic and visibility during Covid-19.

Continue With Paid Ads

Anytime money becomes uncertain, most people tend to start making cuts and tightening their budgets. However, now is not the time to cancel your paid searches. People spend more time than ever on the internet, both shopping and doing business. It’s crucial your brand stays relevant. 

Paid ads and searches are cost-effective and a simple way to stay in front of your customers. On top of that, marketers and businesses can be flexible with paid searches and ads as they can easily be changed and tweaked if needed. And perhaps the biggest benefit of paid searches is the ability to continuously check stats on engagement, clicks throughs, and conversations in real time. This allows businesses to see if their investment is paying off or if it’s time to update keywords and ads to make them more applicable for their target audience. 

Check Your Messaging

Be sure your messaging is both appropriate and relevant for the current times. Check your CTAs (call to actions) and make any changes to content that references in-store or other practices that don’t fit with the current landscape. Also update hours of operation and current offerings in all ads and searches. 

Modify Your Offerings to Meet Current Needs

What do your customers need today and how are you supporting them? For example; many restaurants have moved to offering take-out and delivery, healthcare industries are offering telehealth, and businesses are moving conferences to the virtual world rather than in-person. Let your audience know through paid ads and searches how you are adapting your services and products to meet their current needs. 

Optimize Your Website

More people are working from home and staying in place, so the use of desktop computers is on the rise. On the other end of the spectrum, less people are traveling so mobile usage has declined slightly. Now is the perfect time to ensure that your website is optimized across devices so regardless of whether users are on a phone, tablet, or desktop, they can enjoy the same great experience and functionality they are used to. Also, if you are going to be driving more traffic to your site through paid ads and searches, take some time to update your website images and content as well as ensuring all links and contact forms work. 

Remain Flexible to Remain Relevant

These are scary and uncertain times, but if businesses continue to be flexible and invest in their companies through revised marketing, including paid ad and search plans for Covid-19, it’s possible to remain relevant in the growing digital world. Need help getting your paid ads and searches up and running? Not sure of the right message? Is it time for a website update? The Blindspot Team is here to walk you through the process. Give us a call today to start revising your marketing plan. 

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