Google has provided some useful recommendations about the best way to manage Ads campaigns (including ‘Smart’ ones) during the COVID-19 crisis. With the changes in market conditions and challenges during this period, it’s important to keep reviewing Google Ads performance and adapt settings as necessary.
It has also committed to giving its SMB customers worldwide $340 million in ad credits, which can be used towards future ad spend until the end of 2020 across the Google Ads platforms. (More details about this can be found in our April 22nd blog).
Furthermore, it has updated its Ads policies in response to the crisis by ensuring that Advertisers follow them when serving coronavirus disease (COVID-19)-related content. In particular their Sensitive events policy, which prohibits any content that seeks to capitalise on the pandemic, or lacks reasonable sensitivity towards this global health crisis.
Finally, Google is taking precautionary steps to protect the health of their staff. As a result, some support options for Google Ads may be temporarily unavailable or delayed.
The recommendations are primarily, to evaluate ad copy and adapt to the dynamic market conditions. As well as pausing the campaigns, or adjusting the budget.
- Consider context and tone
Make sure that there’s sensitivity to how certain words may make the audience feel. Be careful about the double meanings of words like ‘protection’, ‘checkup’, ‘prevention’ or ‘virus’. For international campaigns, be aware of local terms that have been used to reference COVID-19 and regional disruptions.
- Consider whether the message is helpful
E.g edit the ads as needed to let customers know if you offer services like delivery or in-store pick-up. Review shipping settings and estimated delivery time to ensure those accurately reflect current capabilities.
- Review assets thoroughly
E.g think about the appropriateness of images and videos that show large gatherings of people or human interaction. Consider the tone of headlines, descriptions and landing pages.
- Proactively communicate business changes
If hours of operation have changed, edit the Business Profile on Google My Business and update the ads so that customers know if you’re open, closed or have modified hours.
Adapt to Dynamic Market Conditions
- Stay up to date on local conditions
The Google Trends page can help to better understand the context in local markets and customers’ frame of mind.
- Review performance metrics and be willing to pivot
E.g significant shifts in conversion rate may require adjustments to Smart Bidding targets.
- Pause ad groups or ads if needed
Review products and services that are affected by demand issues and adjust accordingly. E.g mark online or local products as ‘out of stock’ across channels if there’s uncertainty about real-time inventory or restocking times.
- Consider tools that can help you adapt.
E.g the Google Ads mobile app (iOS, Android) can help keep you connected to campaigns.
Pausing Campaigns / Adjusting the Budget
- If your business is temporarily closed, pause your campaigns and update your Business Profile in Google My Business.
- If the business is still open but this isn’t the best time to be advertising, pause your campaigns.
- If the business is still open and seeing improved results from your ads consider increasing the budget.
If you want professional advice or support for your Google Ads management during this unprecedented time, please contact us now.