Google posted some tips on how to navigate your Google Ads search ads campaigns through the COVID-19 outbreak. Google wrote “as communities respond to COVID-19, we know that this time presents unique challenges for businesses. Below are some considerations as you evaluate your ads and adapt to dynamic market conditions.”
Here is a copy and paste of the advice:
- Consider your context and tone. Make sure you’re sensitive to how certain words may make your 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 if your message is helpful. For example, edit your 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 you accurately reflect current capabilities.
- Review assets thoroughly. For example, think about the appropriateness of images and videos that show large gatherings of people or human interaction. Consider the tone of your headlines, descriptions, and landing pages.
- Proactively communicate business changes. If your hours of operation have changed, edit your Business Profile on Google and update your ads so 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 you better understand the context in local markets and your customers’ frame of mind.
- Review your performance metrics, and be willing to pivot. For example, significant shifts in conversion rate may require adjustments to your Smart Bidding targets.
- Pause ad groups or ads if needed. Review products and services that are affected by demand issues and adjust accordingly. For example, mark online or local products as “out of stock” across channels if you’re unsure of real-time inventory or restocking times.
- Consider tools that can help you adapt. For example, the Google Ads mobile app (iOS, Android) can help keep you connected to your campaigns.
Here is some of the feedback from Google tweeting about this:
Forum discussion at Twitter.