Turning on Your PPC Campaign Strategy Now
In mere months, COVID-19 has shifted nearly every nuance of the world around us. The marine, travel, and tourism industries saw a particular downturn during stay-at-home orders across the world, bearing as much as a 50%+ conversion drop. But as states begin to dip their toes into how to safely and efficiently phase into opening up again, it’s important to keep an eye on your paid ad campaign strategy.
Recalibrate Your Strategy
As we discussed in our last free webinar, now is the time to review and reassess your current campaign strategy and the impact it has on your business prior to and during COVID-19. Don’t just dive into turning your paid campaign strategy back on as if nothing happened. It is critical to reset and recalibrate. Chances are you’re likely to expose opportunities for growth as well as areas for possible wasted spend. And especially now, every dollar counts. Taking time to protect and rescale your paid ad campaign strategy could be the difference between just coasting by versus revving up business in a post-COVID-19 world.
If you’re already experimenting with paid and digital ads, dig into which campaigns are working well. If you see an upward trajectory, feed a bit more of your campaign budget into the successful pieces. Do these campaigns mirror your company mission? If your company mission doesn’t seem to align with the immediate needs of your customers, consider changing some distinctions about your business to meet consumer needs, such as return policies, admin charges, or customer service. Poise yourself for success when the economy sees an uptick.
As you know, this should never be a one-and-done approach. Especially now, as sentiments and buyer behaviors are fluid, ensure you and your team are resetting your ROI expectations, optimizing successful advertising tactics, and integrating new consumer insights.
Not Yet Advertising?
If you’re still hesitant to get started on paid ads, consider taking the leap and get some help! Just one or two simple campaigns on a smaller budget could yield stellar results. Don’t bury your head in the sand and hope for the best. You’ll likely have a more difficult time recovering. And as a partner specializing in web solutions for the marine industry since 1998, we’ve ridden an economic wave or two. We can assist in developing on-going, financially responsible marketing strategies for your clients. Just fill out the form below if you want to discuss what options you have when it comes to your PPC advertising strategies!