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How to Use PPC During the Reopening Phase

Human behavior as we know it has been rocked by the pandemic. This change in our behavior has also brought about a massive change in search behavior, unraveling the years of hard work you spent fighting to be seen in Google. 

How the pandemic affected paid search

With stores beginning to reopen and life slowly beginning returning to normalcy, it’s time to revisit your PPC ads now that consumers are finally shopping again. However, this does not mean to simply flick the switch and turn your old ads back on. Like your other marketing strategies, you will need to fine-tune your PPC strategy in order to take advantage of current trends. 

Some industries were fortunate enough to benefit from this change–at least for a little while. The beauty industry, for example, saw an increased click-through-rate (CTR) on Google due to the amount of people turning to the web to find their personal care and beauty products rather than going to the salon. 

This increase was short-lived, however, and dropped after competition began to increase and customers had difficulty finding what they were looking for. All of this activity then drove the cost per action up to a whopping $18.12!

Other industries are seeing the opposite effect. At the beginning of the pandemic, the arts and entertainment industry initially saw a drop in their CTR rate. By mid-May, their CTR had increased by nearly 1%. It is expected to continue increasing as the U.S. begins to reopen and people search for ways to entertain themselves away from home.

Nonprofit organizations are one of the industries that has been hit the hardest on the CTR front. The uncertainty surrounding our current economy has caused their conversion rates to drop from 22% to 9.3% between March and May. This, combined, with only a small decrease in clicks, has caused their average cost per action to nearly double. 

How to use PPC in a post-pandemic world

Just as America is returning to normal in “phases,” your PPC strategy should also make its return in phases. Your consumers aren’t ready to immediately jump back into normal shopping behaviors, and you may come off as insensitive if you push too hard right now. Thankfully, your campaigns can be adjusted rather quickly in order to adapt to the constantly evolving market conditions. 

You will need to convey messages that are up-to-date with the current state of the pandemic. The last thing you want is to come across as insensitive or salesy by targeting an area that has been forced to shut down again or is still struggling with phase one. 

As you continue the reopening process, changing up your PPC campaigns is a vital step in helping you stay relevant and in front of your audience. Keep up with the marketing world as it continues to change during the COVID-19 crisis by checking out the Bizzuka blog!

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