Is your company prepared for the market shift to come as a result of the COVID-19 business shutdown?
This post was written specifically to help you learn what to expect and put you in a position to weather these upcoming challenges and thrive.
Obviously, the COVID-19 crisis has changed life as we know it. Small businesses everywhere are shutting down, schools are closed, and millions of people are confined to their homes. As our everyday behavior changes to adapt to the pandemic, so does our search behavior.
Mobile traffic is decreasing
Since the coronavirus pandemic started, Google search traffic has been decreasing across all devices. However, mobile traffic seems to be taking the greatest hit–decreasing by roughly 25% in the month of March. Since the majority of the world is no longer on the go, this drop in mobile traffic is not surprising, because most of us are at home and browsing on our computers.
If you are currently running ads, this is something you’ll want to take note of. In order to adjust your campaigns for less mobile traffic, here’s what you should do:
Give smart bidding a try
Because this is the first time we’ve dealt with a pandemic in the PPC age, it is difficult to predict how search behavior will change.
Keeping this in mind, Google’s smart bidding strategies may be your best bet when it comes to strategizing. This method will use the changing data to adjust your bids in real time to match your goals.
Edit your device bid adjustments
In the past, you might have set a mobile bid adjustment based on data that was relevant at the time, but because the search landscape has been changing so rapidly, you may want to consider changing your device bid adjustments.
For example, you may want to increase your spend on desktop ads, due to the fact that people are spending more time on their computers.
COVID-19 is taking over search results
It’s no surprise that the search terms “COVID” and “coronavirus” have taken over Google, and searches for products and services have taken a backseat.
Because of this, one of the best ways to stay at the top of your customers’ minds is to create helpful content and ads centered around the COVID-19 pandemic.
Creating COVID-19 targeted content
For example, if you run a B2B company, consider creating content surrounding tips for business owners to survive the crisis. By creating this relevant content on your blog, your website will start to show in search results when someone googles a question that they have about the crisis. You can check the recent coronavirus search trends by clicking here.
Because everything is so unpredictable right now, regularly checking your search terms report has become critically important. Your search terms report is a list of terms that people have used to find your ad. You can view this report by clicking on “All Campaigns” in the navigation, then “Keywords,” and “Search terms.” This will help you see what your audience is searching for, as well as give you an idea of what new negative keywords to add.
The last thing you want to do is pay for irrelevant traffic. For example, if you don’t want your ads to be shown to bargain shoppers who are looking for free or cheap products, you can add “free” and “cheap” as negative keywords to assure that your ads are not shown to people who are searching these words.
YouTube and Google display traffic are up
While Google search traffic may be on the decline, overall Internet usage has increased by roughly 50% since the coronavirus pandemic began.
This means that the decline in search traffic is not a threat. Rather, your customers are simply frequenting other parts of the web like YouTube and news sites.
Just last week, YouTube views have increased by 21%, and traffic to the Google display network has grown by 13% since the beginning of March. In order to adapt to these changes, we suggest trying out new ad networks like YouTube and Facebook.
Advertising across multiple networks
With the majority of your audience spending more time on the web, it is now that much easier to track their behavior as they scroll through social media, browse the Internet, and check out certain videos. You can use this data to understand the online behavior of your audience during this time and target them based on their behaviors.
Remarketing previous customers and website visitors is a great way to stay at the forefront of their minds and bring them back to your site. For example, you can show specific ads to people who have added items to their cart but not completed checkout, or performed other similar actions on your site. For more information on the Google display network and retargeting, check out our blog post on this topic.
Fun fact: Returning site visitors are much more likely to convert when they return to your site.
At Bizzuka, we understand firsthand what you’re going through, and we’re here for you every step of the way. For more marketing tips on how to survive during these trying times, check out our blog for more information.