Google Ads is a branch of online marketing that aims to improve the visibility of a website through the presence of the website in the paid search engine results for the keywords chosen by the website owner. We discuss in this article how to do Google Ads during a crisis for maximum results.

Among the strengths of Google Ads are listed:

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

1. 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, other keywords were used and other Google Ads campaigns were set up, some completely new;
• Companies with cash reserves: used Google Ads to increase brand recognition. That's because the costs to get a click have dropped a lot. Those who had budgets had to gain more conversions at tens of times lower costs.
• Businesses that only had an offline presence used Google Ads to gain an effective online presence. This is to make sales in the virtual environment super fast.

2. The results of campaigns set in 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. That's because news site traffic was high and brands had time to deal with entrepreneurship education.

3. Useful tips on the part of Google Ads in times of crisis:

• Don't set up campaigns yourself – an agency knows secrets that would save you money. Usually, entrepreneurs set out on their own and manage to get "some results" and are happy with what they have. But this is the wrong approach. The conversion costs from less than 2 times more expensive than it should cost to several tens of times more expensive. For example, they let the ad show on different apps (they don't block them). Thus, children often click on the ad from their parent's phones.
• If you're a startup brand that doesn't have a core product - especially during this time, allow yourself time to get some popularity for the brand. Now advertising is cheaper in Google and you can be more visible with a lower budget. If you are at the beginning of the way, you must resort to remarketing, to create the sensation of more touches with the audience. So is remarketing on Facebook. This is to 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 for your ad, but very few clicks.
  Pay attention to the site loading speed, every second in minus of the site 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 fact 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 do a test in your niche. Namely: leave the ad on the very popular applications in Moldova, like Viber, and see if it can bring you conversions.
• Work on the content of your website as well. Thus, step by step, increase the part of organic traffic, that is, that of SEO, 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 rather be empathetic and part of the community.
• Keep an eye out and watch your customer's behavior. So, 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 will bring the potential customer closer to you.
• Every crisis is a test. All the skills you've had so far come out. Some struggle with reality and fall, others build a new reality, promote themselves online, and earn more!

Here's why you need to do Google Ads in times of crisis:

• Google Ads is the easiest and fastest way to promote online. You can have the 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 the help of Google Ads advertising, you can adjust daily or as often as needed - the budget, the target audience, the geographical region or the text of the ad to target your potential customer as accurately as possible.

Need help with your Google Ads campaigns during the economic downturn? Contact SEOLITTE at +373 69 809 235 (Moldova), +40726794856 (Romania). Or leave us a message at info{@}seolitte.com. We have over 7 years of experience in digital marketing.