A lot of marketers are slowly
grasping the true impact of a pandemic. As professionals who have to study and
influence human behaviour, marketers are realizing how things can change in a
flash when something as significant as a pandemic hits the fan.
All things which were guaranteed by
the reach of marketing platforms suddenly are not. From SEO to social media,
marketing campaign are failing on every level as people are losing interest in
being sold something. As the saying goes, people have bigger fish to fry now.
As many marketing structures have
collapsed, so has PPC marketing. If you set a PPC strategy in motion a month
back without accounting for the current pandemic, you must already be seeing
red numbers. This is the case for professionals across the industry. This is a
setback and the most important thing right now is to come out of it.
How can PPC marketing performance be
managed in a crisis? We discuss some ways this crisis can be mitigated.
Get
The Social Messaging Right
Your marketing message, even in a
PPC ad, should address the current crisis and wish people the best. People want
the brands and businesses they like to be less promotional and more socially aware
of this critical period in time. Sending out messages which promote social
distancing, hygiene, and health-focused living is the first step in saving face
and getting the customers onside.
This can also be a good step in
building a positive brand perception. Even a simple short message like ‘Honor
Social Distancing’ at the beginning or somewhere in the marketing message is
enough to get this part right.
Focus
on Words Like Online Service
Whatever it is that you’re selling,
your customers won’t be leaving their homes to buy. The products or services
your selling either have to be provided online. Thus, use words which people
are looking for right now. If you’re selling products, use words like home
delivery. If its services you’re offering, mention ‘online services’ to give
the audience peace of mind. In this crisis, people are looking for assurances
and your PPC strategy should reflect the same.
In
Conclusion
PPC marketing is crucial for the
growth and visibility of a brand. Big and small brands rely on paid search to
reach their customers. However, this pandemic has exposed a lot of fatal flaws
in the way professionals plan for challenging scenarios. In this article, we
covered how PPC marketing performance can be maintained. You can also go
through a list of top
ten digital marketing course institutes to know more about this topic &
can also subscribe us for more articles like this.
About
the Author - Nikita
Singh is a PPC marketing executive with experience of handling multiple
high-profile paid search campaigns. She currently works as a guest trainer at
many top institutes known for their top digital marketing course in Delhi,
including DelhiCourses.in.
