Google Ads in times of crisis: the best advertising tips

Google Ads is a branch of online marketing that aims to improve a website's visibility through its presence in the paid search engine results for the keywords chosen by the website owner. In this article, we discuss how to use Google Ads during a crisis to achieve maximum results.

The strengths of Google Ads are listed:

It allows almost immediate visibility, but only as long as there is a budget.
It allows for time, geographical targeting, etc.

How Have SMEs Used Google Ads in Times of Crisis?

Businesses that were already online have changed their target audience. They focused on essential products/services. Thus, different keywords were used, and new Google Ads campaigns were set up.
Companies with cash reserves used Google Ads to increase brand recognition. This is because the costs to get a click have dropped significantly. Those with budgets had to gain more conversions at much lower costs.
Businesses that only had an offline presence used Google Ads to gain an effective online presence. This helped them make sales in the virtual environment super fast.

The Results of Campaigns Set During an Economic Crisis

They did well: credit companies (on the conversion side), online baby and children's stores, door-to-door essentials, and small local businesses.
It was the right time to communicate with the audience through articles with useful tips and Google Ads remarketing tools. This is because news site traffic was high, and brands had time to focus on entrepreneurship education.

Useful Tips for Google Ads During a Crisis:

Google Ads is the easiest and fastest way to promote online. You can have your first visitors to the website in less than an hour after setting up the first campaign.
With this tool, you get visibility and sales almost immediately, and you only pay for real clicks on your website.
It is suitable for any type of business, regardless of the company's background or its turnover.
You control the whole process! With Google Ads, you can adjust the budget, target audience, geographical region, or ad text as needed to target your potential customer as accurately as possible.
If you're a startup brand that doesn’t have a core product – especially during this time – allow yourself time to gain some brand popularity. Advertising is cheaper on Google now, so you can be more visible with a lower budget. If you’re just starting, focus on remarketing to create the sensation of more interactions with the audience. Do the same on Facebook. This helps you make the most of the traffic obtained from Google Ads.
Placing your ad at the bottom of the Google page is pointless – you’ll get a lot of impressions but very few clicks.
Pay attention to the site’s loading speed. Every second of delay in the site’s loading increases the conversion rate by 7%.
Take care of the quality of the keywords on the page. The content of your page must match the ad that appears in the search results. This will ensure you a better quality score for the ad and a lower cost per click.
Even though we said above that apps are dangerous for your Google Ads budgets, you can test in your niche. Specifically: leave the ad on popular apps in Moldova, like Viber, and see if it can bring you conversions.
Work on the content of your website as well. Gradually increase the organic traffic (SEO) part, which is free.
Create promotional campaigns adapted to the current context.
Don’t let the customer forget about you. Don’t be afraid to call a spade a spade, but be empathetic and part of the community.
Keep an eye on and watch your customer's behavior. Maintain your online presence and keep working on polishing your ideal customer avatar.
Don’t stop marketing budgets. If necessary, reduce them by 30-50%.
Save. Pay only for the click or view that brings the potential customer closer to you.

Every crisis is a test. All the skills you’ve had so far come into play. Some struggle with reality and fall, while others build a new reality, promote themselves online, and earn more!

Here’s why you need to use Google Ads in times of crisis:

Don’t set up campaigns yourself – an agency knows secrets that can save you money. Entrepreneurs often go it alone and manage to get "some results," but this is the wrong approach. Conversion costs can be two to several tens of times more expensive than they should be. For example, they might let ads show on different apps (without blocking them), leading to children often clicking on ads from their parent's phones.

Need help with your Google Ads campaigns during the economic downturn? Contact SEOLITTE at +373 69 809 235 or leave us a message at info{@}seolitte.com. We have over 8 years of experience in digital marketing.