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Google Ads Survival Guide During COVID-19: How to Overcome The Challenges

This is a very special blog post for me personally. It’s a guest post from my friend Netty. Netty is a Google Ads Certified Professional who has been working on the Google Ads platform since 2009. She has been learning, teaching and sharing her knowledge to all the Google Ads Community. Google Ads has been a part of her life as an ad consultant for many years now. Netty also has been teaching Google Ads on Coursera. We are very excited to share with you a few tips from Netty on how to do better in Google Ads and what to expect at the Google Ads World Conference.

Google Ads Survival Guide During COVID-19: How to Overcome The Challenges

We are all aware that, when it comes to internet marketing, there’s a lot of talk, and very little action. This is especially true in the world of Google AdWords. In this article, we’ll explore some of the reasons why it’s so hard to come up with effective ad copy, and how you can overcome the challenges.

The digital era is constantly evolving, responding to changes in consumer behavior and new trends, especially since the emergence of the coronavirus. In this chaos, companies create practical ways to satisfy themselves and their audience by learning how to advertise more constructively and successfully. Despite this, brands are increasingly dependent on advertising in the digital age, and it’s becoming increasingly difficult as countless companies try to reach their target audience. The impact of the coronavirus on Google ads has led many brands to compete for consumers: In total, more than 4 million businesses now use the platform to advertise. If your business is facing the same challenges, this article will help develop a confident strategy for Google Ads and the ever-changing advertising market.

Settings for consumer trends on Google ads

It is essential to understand the consumer trends related to Google Ads before you even begin to develop your own strategy for working with the platform. If your company has done a good job of research, your first steps should be to focus on what consumers are looking for in advertising. As SEO terms and phrases become more popular and advertisers are able to reach their target audience, your business should be aware of smart bidding, responsive search ads, artificial intelligence and video content as these techniques become more popular with consumers. At the same time, customers have become more open to advertising that fits their current situation. The impact of the coronavirus on Google advertising has been exceptionally significant, as companies have begun to use marketing approaches that reference the virus as a way to connect and empathize with their audience. Despite the success of many brands, some industries have suffered excruciatingly without making significant progress in the fight against the pandemic.

Which industries were affected by Covid-19?

word-image-6787 When planes are grounded and countries are closed, the tourism industry, as well as the hotel industry, faces incredibly devastating consequences. So the question arose: What can these industries announce when a pandemic significantly limits consumer choice? It is likely that most of these companies have had to rebrand to overcome the effects of the virus. These industries had to change their original branding and try new advertising methods to attract the same audience, albeit with slightly different messages. It has taken some time to fully understand how quickly the coronavirus can affect consumer behaviour, but continual adjustments to advertising and branding practices appear to have been very successful for some companies in these areas.

Google’s advertising strategies during COVID-19

For companies looking to improve their business model, it’s important to be aware of the impact of the Corona virus on Google ads. While it used to be a major way to get traffic and sales conversions, the pandemic has now changed consumer behavior, perhaps forever, and industries no longer know how to approach Google ads. Some companies still don’t know where to turn with their advertising strategy. These 10 tips for surviving Google ads have been put together to help those who need it:

  1. Trust your audience: Before investing in advertising, your brand should make sure it has a strong audience. Not only do you have a good group of consumers with specific interests, but you can also send more targeted ads based on more information about your audience. If your brand struggles in this regard, key techniques for building a targeted audience may include using SEO keywords and incorporating terms into your content, working to interact with consumers who already care about your brand, or generally better defining your brand and its message.
  2. Use pay per click: Successful PPC during COVID-19 is a strategy that requires a lot of research and thought before simply buying Google ads. Your company should aim to place high bids to start with quality clicks, and then develop a strategy that leads to a positive ROI.
  3. Don’t spend too much money: You may think that the more money you spend on your advertising budget, the more return your brand will get. However, this is not always the case when it comes to pay-per-click advertising. Your brand should do research to find out what competitors are including in their Google ad strategies during COVID-19 and develop their own strategy based on that information. Remember that even if you invest a lot of money in your pay-per-click campaigns, not every click will result in a conversion.
  4. Be unique Google users need a reason to click on your ads. So creating unique ads is a guarantee of success. Even if you are competing with other companies in your industry, think outside the box and be creative to differentiate yourself from competing brands.
  5. Get to the point: One of Google’s best advertising strategies during COVID-19 is to keep your ad content simple and concise. Consumers are unlikely to read an entire paragraph of words. Presenting information in as few words as possible keeps the consumer informed and interested. In this situation, less is more.
  6. High quality visual effects: What attracts people to advertising in the first place is the use of high quality images. No matter what product you are trying to sell, if the product is poorly presented or the graphics are poor, the consumer will not be convinced to click on your ad.
  7. Remarketing your brand: If the corona virus has put your services and products on hold or if consumers have no need for what your business currently offers, it would be wise to remarket your brand before using Google Ads. Think about the different angles your brand can take and try to reconstruct your company’s message from the consumer’s perspective.
  8. Evaluation of posting notices : Your brand should check ad placement reports and identify where ads are not performing as they should. It’s a way to invest in ads with a higher click-through rate and save money on low engagement ads that should be removed. It’s important for your business to stay abreast of new reports, as consumer behavior is constantly changing and the success of advertising placements fluctuates over time.
  9. Intelligent Placement In addition to analyzing ad placements with reports, your company should research the various appropriate URLs through which your target audience is likely to be found. For example, suppose your brand sells underwear with a target audience of women between the ages of 25 and 35. If this audience regularly reads the New York Times, that doesn’t mean they want to see advertising for your brand while reading the news on COVID-19. Therefore, your brand should look for websites that are better suited for advertising, rather than URLs that give you high visibility with little activity.
  10.   Expand your reach: As part of Google’s advertising strategies during COVID-19, it would be wise for your brand to start researching different keywords that could potentially increase your brand’s reach and audience. If your brand doesn’t need to go 180 to find new audiences, researching similar keywords and phrases that are popular with your existing audience will help you strategically expand the reach of your ads.

Consumption trends since COVID-19

Not only do you need to think about how your business can cope with the current situation regarding your Google advertising strategy, but you also need to prepare for consumer trends after COVID-19. Here’s what your brand should keep in mind:

  • Online seller: The trend of shopping online will gain traction in the post-pandemic era as consumers see it as one of the most convenient ways to shop. Brands are leveraging this information and improving their e-commerce sites to better meet the needs of their loyal audience.
  • Virtual Experiences : For people who want to shop from the comfort of their chairs, companies are taking on the challenge of creating a virtual experience using artificial intelligence, AR and other virtual platforms to do so.
  • Users of online streaming services have already fallen in love with digital streaming platforms. The companies have therefore taken this into account in their advertising strategies. Some companies, like B. Nike, have set up online streaming events to launch new campaigns and make the public feel like they can experience new products in person.

In general, as mentioned above, companies must constantly evolve to meet consumer needs. It’s important for your brand to stay on top of current research and new trends to better meet the needs of your target audience and increase overall conversion.

Supplement

Whether it’s trusting your ads, learning how to run ads, using PPC more effectively, remarketing your brand, or exploring new ways to spend your budget more efficiently, industries of all kinds can incorporate these elements into their Google advertising strategy. The virus has certainly created obstacles for companies and their prepared advertising, but with hard work and constant adjustments to their strategies, companies willing to innovate can look forward to a successful outcome.

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