38. Review all your ads
Clever ads from earlier in the year might be completely inappropriate today. This will continue to be true throughout this crisis. Audit all of your ads today and pause those which could be tone-deaf or causing you harm in the market. Consider making tweaks to ads to increase engagement.
39. Consider the case for increasing your ad spend
Most companies are currently cutting their ad spend. Marketing Week estimates that around 90% of marketing budgets have been cut or are under review. As a result, bids in many industries are lower than they’ve been for many years. If your offering still has demand at this time, you should be looking to maximize your ad spend. Just make sure you keep a close eye on your ROAS. History tells us that companies that advertise in bad economic times outperform those companies who slash costs.
40. Pivot media spend to in-home
Not all channels perform equally and right now some channels have been radically disrupted. Outdoor media, event marketing, in-person marketing and anything related to sport is severely disrupted. Where does your media spend go currently? Does it match where your prospects now spend their time? Is it where you can reach them most cost-effectively? Is it possible to get a better and more agile return from digital rather than traditional areas like TV, radio and print? Burning lots of cash on radio advertising? Try Spotify. TV ads not getting cut-through during this time? Pivot to YouTube video.
41. Do you qualify for a Google Ads credit or a Facebook Ads grant?
Both Google and Facebook are making funds available for selected small businesses to use for advertising on their platforms. For more information visit: Google Ads or Facebook Business.
42. Don’t jump at (data) shadows
The huge number of people now working from home has caused some major issues in reporting. Firstly, we’re seeing spikes and troughs just like in the stockmarket. If possible, don’t make big changes from small data sets. If you’re in the B2B space you will also be seeing unusual results as users who were once behind corporate firewalls are now appearing separately in your reports. Your IP filters are also now gone, which means that internal traffic is no longer being removed from your analytics reports. It’s possible for traffic to be up but conversion rates to have fallen as a result. Review your data carefully.
43. Consider advertising on Bing
If your search volumes have dropped, but conversions are still commercially viable, then it's worth considering running your Ads on Bing to increase your reach. Bing might have a small market share when compared to Google, but its users tend to be over-represented with corporates and older demographics. For many of our clients, Bing campaigns have proven to be highly profitable.
44. Review your bid modifiers
There’s a very good chance they’re broken. Working from home has changed everything from commuting to lunch breaks to weekends. Depending on your business you’ll need to reassess your standard busy and quiet times. Likewise, you might find your regional search behaviour has changed. Moreover, we’re seeing a shift away from mobile browsing, so bid adjustments at the device, location and schedule level should all be reviewed.
45. It’s a great time for a campaign deep dive
If things are slow for you right now, use the time for a badly needed deep-dive into your digital marketing campaigns. Look at areas you’ve been wanting to clean up for ages, and get stuck in. We’re not just talking about uncovering ways to increase performance during the current crisis, this is also a great time to improve existing campaigns for when we move into the recovery phase of the COVID-19 crisis.
46. Don’t go overboard with creating urgency
Be careful of using standard scarcity or urgency devices in your ads and digital strategy. Nothing is as urgent as COVID-19 and trying to pretend your offering is will risk alienating your audience.
47. Constantly review your bottom of the funnel campaigns
Bottom of the funnel campaigns are those where the goal is to generate leads or sales from a particular visit or interaction. Recent weeks have seen these sorts of campaigns perform poorly for many industries. If this has been your experience, then our suggestion is to consider moving some of this budget into top or middle of funnel campaigns where the goal is awareness, information sharing and engagement. These efforts will pay off for you in the long-term. Keep testing your bottom of the funnel campaigns with smaller budgets so you are ready to jump back in when it makes sense.
48. Review your search terms report regularly
Your paid search budgets will be quickly eaten up by serving your ads to people who can never purchase from you. If there are products you are unlikely to have in stock in the near future, then stop bidding for them. You also need to regularly review your keywords to ensure you’re not bidding on newly trending, but unprofitable terms.
49. Reach your customers where they are
We’ve always said a single channel is never the answer in digital marketing. Since the beginning of March, traffic to Google Search and Google Shopping is down. At the same time the Google Display Network and YouTube is up. So are most social media networks. Take your message to where your prospects are, not where they once were. Most importantly, make sure you’re not relying on a single channel for all your sales or leads.