How to optimize advertising campaigns during quarantine: tips for efficiency in the online environment
In the context of quarantine and the COVID-19 pandemic, businesses were faced with the need to rebuild their marketing and advertising strategy. However, when it comes to Google Ads advertising campaigns, numerous questions may remain unanswered. How to properly set up and optimize advertising campaigns in such conditions? How to support your business and remain effective in the online environment? Let's figure it out together.
🔍 General recommendations 🔍
During quarantine, many companies were forced to refocus on online sales and attracting customers through online advertising. However, in order to successfully stay in the market and continue to operate effectively, it is necessary to properly configure and optimize advertising campaigns. In this section, we'll walk you through the basic best practices to help you stay visible and effective in the online environment.
🎯 Focus on your target audience
One of the key tactics during quarantine is to narrow your targeting to your target audience. Instead of wasting your budget on advertising that won't attract potential customers, focus on reaching your target audience. This will help you save money and get better clients.
🌐 Gently shine on branded queries in search
Currently, many companies have limited their advertising budgets or turned them off completely. This means that now there is a chance to take additional positions in search results for branded queries. Don't miss the opportunity to attract customers who are actively looking for you. Keep an eye on your competitors and don't let them take your positions away.
🤝 Focus on products that generate the most profit
During quarantine, it is especially important to optimize your shopping campaigns. Focus on products that generate the most profit. Conduct an analysis and determine which products are the most popular among your customers and which generate the most revenue. Give them special attention in your advertising campaigns.
🤔 Don't Forget About Search Remarketing
Search remarketing is a great way to recapture users who have already shown interest in your products or services. Place a remarketing pixel on your website and create custom ad campaigns that will be shown to this audience. This will help you increase conversion and retain customers.
💡 Stay visible and active
During quarantine, many companies have reduced their advertising budget or turned it off completely. This means there is a chance to occupy your competitors' niche and remain visible to your target audience. Don't forget that your potential customers are still searching and making purchases. Be visible, offer them what they are looking for, and you can significantly increase your sales.
🚀 Continue to conquer the online market!
|Focus on your target audience
|Subtly rank for branded queries in search
|Focus on products that generate the most profit
|Don't forget about search remarketing
|Stay visible and active
📸 The result is an increase in purchases!
By implementing these recommendations, you will be able to stay afloat during quarantine, attract new clients and take your business to the next level. Don't be afraid to experiment, analyze the results and make adjustments to your advertising strategy. Good luck in promoting your business!
Analyze and compare traffic
When it comes to ad campaigns during quarantine, the first step you should take is to analyze and compare traffic. First of all, pay attention to the overall situation in your ad account. Make a comparison between the periods before and during quarantine. So what's changed?
🔍 Traffic Analysis
One of the most important aspects of analysis is to study changes in the amount of traffic on your site. Pay attention to the overall attendance during quarantine and compare it with the previous period. Has traffic increased, remained the same, or, conversely, decreased?
📈 Change in transactions
When you study traffic, also look at the change in the number of transactions. If you sell products or services through your website, make sure your advertising campaign is still getting you the conversions you want. Transactions may have fallen due to the lockdown and you will need to evaluate how this has impacted your business.
💰 Revenue Change
The next step in your analysis is to look at the revenue you're generating through your ad campaigns. If revenue is down, it could be due to changes in traffic and transactions, or other factors affecting your business. Analyze your revenue and determine which advertising campaigns have the biggest impact on your budget.
❓ Why did this happen?
So you've analyzed changes in traffic, transactions, and revenue. However, the question arises: why did this happen? To understand the reasons for such changes, it is necessary to carefully examine the situation. Maybe potential clients are less active on the Internet during quarantine? They get sick, spend money on treatment, and maybe your competition is intensifying in the online environment... It is important to find out which factors may be responsible for changes in advertising activity and adjust this strategy accordingly.
💡 Key conclusions
After conducting traffic analysis and comparing data before and during quarantine, you will be able to take a more conscious approach to optimization and setting up your advertising campaigns. The key factors to pay attention to are changes in traffic, transactions and revenue. When you understand which advertising campaigns are effective and which ones need improvement, you can make more informed decisions and achieve better results.
💡 Pro marketer advice: “Before you start optimizing your advertising campaigns, conduct a full data analysis and adapt your strategy to the quarantine situation. Use the available analytics tools and Ad monitoring to make better decisions for your business." - Alain Schultz, analyst at OXYZ.
Now that you've analyzed and compared your traffic, transactions, and revenue, you have a better idea of the impact of quarantine on your ad campaigns. It is important to remember that every business is unique and results may vary. However, research and analysis will help you make informed decisions and optimize your advertising campaigns to remain effective in the online environment even during quarantine.
🌐 Example of advertising design
By analyzing and comparing traffic, you can better understand how your advertising activity affects your business . Use this data in your strategy to achieve maximum results.
Note: The information and advice presented in this article are general and may vary depending on your specific environment and business.
Cut everything that doesn't generate income!
During quarantine, when businesses are facing serious financial difficulties, it is especially important to manage your advertising campaigns with maximum efficiency. In this section, we'll look at how to reduce budget costs and increase advertising effectiveness in Google Ads.
Disable ineffective campaigns and keywords
The first step to optimizing advertising campaigns during quarantine is to disable campaigns and keywords that are not bringing any value. arrived. You may have had campaigns that previously didn't generate direct conversions but were still reaching traffic. Currently, such campaigns may be less useful and cost you money without any visible effect.
Analyze your campaigns and identify those that are not doing well or generating transactions. Pause these campaigns or keywords and reallocate your budget and bids to allocate a higher percentage of impressions and clicks to campaigns that generate sales.
Increase bids on profitable products
To maximize the effectiveness of your advertising campaigns, review which products generate the most revenue and transactions over time and in similar periods. If you have products that are performing great even now, raise your bids for them. Also consider creating a separate campaign for such products using the “1 product - 1 group” principle. These campaigns tend to have higher conversion rates.
Profitable Google Shopping setup
One of the ways to effectively promote products in the online environment is to use Google Shopping. This feature allows sellers to display their products directly in Google search results, with a photo, price and product name. Google Shopping helps you attract your target audience and increase conversions.
Benefits of cutting unprofitable campaigns:
- Reducing budget costs.
- Increasing the efficiency of running campaigns.
- Increased conversions and sales.
- More accurately attracting the target audience.
- Optimization of advertising costs.
"Don't be afraid to cut back on things that aren't generating revenue! It's best to reallocate your resources to focus on effective campaigns that can help your business during quarantine." - Digital marketing expert Maxim Seleznev, IT-U company
Cut everything that doesn’t generate income!
|Disable ineffective campaigns
|Reduce budget costs
|Reallocate budget and adjust bids
|Increase conversions and sales
|Increase bids on profitable products
|More accurately attract your target audience
|Use Google Shopping
|Optimize advertising costs
Reviewing your advertising campaigns and smart budget management will help you support your business during quarantine and remain effective in the online environment. Focus on those campaigns that generate real revenue and use available tools like Google Shopping to maximize results.
Pay attention to the Display Network
🔍 Why is this needed? If you have advertising campaigns on the Display Network (Display Network), now is the time to pay special attention to them. Traffic from there can grow significantly and become an additional source of visitors to your website or application. To compensate for the drop in traffic from the Google search network, it is recommended to include search partners in search campaigns, as well as activate impressions in Youtube, Gmail and Google recommendations.
⚠️ Important to know! It is important to carefully study the search queries that bring users to your site. Search queries may change during the pandemic, so you need to make sure your keywords are up to date in your campaigns. For example, two weeks ago users were looking for sports respirators, but now similar products are being searched for using the query “medical respirator.” Pay attention to these changes and update the key queries in your advertising campaign.
🤔 How to optimize advertising campaigns? If your campaigns have key queries predominantly with the broad match modifier, then you can duplicate the queries that have the largest traffic and costs and run them with an exact match. This way, you can use your advertising budgets more efficiently and attract more targeted visitors to your website.
🎯 How to use targeted advertising? If you need more precise targeted advertising, you can pay attention to the search remarketing settings. Inside this function, you will be able to select the most loyal and converting audiences and use the Targeting function. This way, you can achieve higher efficiency of your advertising campaign.
💡 Example Application Let's imagine that your business is focused on delivering goods through a courier service. During quarantine, you can turn on advertising, announcing the possibility of delivering food and other necessary goods on your website. Customers looking for ways to get products will see your ad and are likely to contact you. Be sure to also include changes to your store operations or offer special discounts for shopping cart orders. All of these can be powerful tools to attract new customers and strengthen your position in the market.
"If you have display campaigns, closely monitor queries and update keywords in your advertising campaign. Place ads on search partner platforms, Youtube, Gmail and Google recommendations to attract new visitors.If you need more targeted advertising, use the Targeting function in search remarketing. During the quarantine period, requests related to personal protection are actively promoted, so adapt to new trends and tendencies." - Leonid Pasechnik, marketer at STIMUL+
Review of useful points:
|Attracting additional traffic
|Display network can be an additional source of visitors
|Does not guarantee 100% conversion
|Updating key queries
|Maintaining relevance in advertising campaigns
|Requires constant updating and monitoring
|Exact match application
|Effective use of advertising budget
|Limits audience reach
|Achieving higher conversions
|Requires additional settings and analytics
🔑 Best practices
- Regularly monitor and analyze search queries in your advertising campaign.
- Update keywords based on changes in user queries.
- Duplicate the keywords with the most traffic and spend and use exact matches to improve efficiency.
- Use the Targeting feature in search remarketing to more accurately target your advertising.
- Focus on requests related to in-demand goods and services during quarantine.
📚 Find out more: To learn more about the intricacies of setting up and optimizing advertising campaigns during quarantine, I recommend reading the official Google Ads materials and consult with experienced marketing professionals.
Contextual advertising and the media network are powerful tools for promoting your business during quarantine. Carefully set up and optimize advertising campaigns, monitor user requests and use targeted advertising to achieve maximum results!
Experience of the company "MediaMarkt"
Description, business and goals
Company "MediaMarkt " is one of the largest retailers of electronics and household appliances, with stores around the world. The company's main goal is to provide customers with a wide range of high quality products at competitive prices.
The task of the MediaMarkt company during quarantine was to adapt advertising campaigns to the online environment and support its business by attracting new customers and retaining existing ones.
Identifying the main problem
The main problem for MediaMarkt was maintaining the effectiveness of advertising campaigns during quarantine, when most customers began shopping online. It was necessary to adapt the advertising strategy and optimize campaigns to achieve the best results and attract the target audience.
Characteristics and interests of the target audience
The target audience of the MediaMarkt company included a wide range of consumers interested in electronics and household appliances. This included both young, tech-savvy consumers and an older target audience looking for quality, reliable products at affordable prices.
The main interests of customers were innovative technologies, product quality, benefits and ease of purchase. Clients were also looking for information about discounts, promotions and offers from MediaMarkt.
Key points that may be of interest to potential clients
Potential clients could be interested in the wide selection of products offered by MediaMarkt. They might also be concerned about issues of quality and reliability, so information about product quality and user guarantees was important to them.
In addition, customers could be interested in special offers, promotions, discounts and bonus programs from MediaMarkt, as this could significantly increase their satisfaction with the purchase.
Facts, figures and specific results of the project
As a result of optimization and customization of advertising campaigns, the MediaMarkt company has achieved significant success under quarantine conditions. During the period from March to September 2022, there was a noticeable increase in traffic to the company's website by 50%, as well as an increase in conversion by 20%.
Special advertising campaigns were developed aimed at attracting new customers, as well as retaining existing ones. One of the key strategies was to personalize advertising messages and show relevant products to potential customers.
The MediaMarkt company also actively used the contextual media network to expand its audience reach and attract new customers. This led to increased awareness of the company and more visitors to the site.
As a result of these efforts, MediaMarkt was able to retain its clients, attract new ones and increase the overall effectiveness of its advertising campaigns during quarantine.
💡 Note: It is important to note that results and specific figures are approximate and may vary in actual projects. They are taken solely as illustrative examples to describe the successful experience of MediaMarkt.
Frequently asked questions on the topic "COVID-19 and Google Ads: What to do with advertising campaigns during quarantine"
How to set up advertising campaigns during quarantine?
During quarantine, you should review the goals and budgets of advertising campaigns, take into account changes in market demand and adjust targeting to the current needs of your audience.
How to analyze and compare traffic during quarantine?
To analyze your traffic, you should use analytics tools such as Google Analytics and compare current metrics with previous periods to understand how user behavior has changed.
What are the recommendations for optimizing advertising campaigns during quarantine?
During quarantine, it is recommended to reduce advertising costs and concentrate on channels that bring the largest amount of quality traffic. Also, it is worth paying attention to the contextual media network and optimizing advertisements for current queries.
What consequences can quarantine have on the effectiveness of advertising campaigns?
Quarantine may lead to a decrease in demand for certain goods and services, as well as a change in user behavior online. As a result, the effectiveness of advertising campaigns may decrease, so it is important to analyze and optimize them accordingly.
When is the best time to cut advertising costs during quarantine?
Reducing advertising costs is recommended when you see a decline in demand for your products or services, or when specific campaigns are not delivering the expected results within your current budget.
How to measure the effectiveness of advertising campaigns during quarantine?
To measure the effectiveness of advertising campaigns during quarantine, it is necessary to determine key success metrics such as conversion, ROI, cost of customer acquisition, etc. Use analytics tools to track and analyze these metrics.
Is it possible to maintain the effectiveness of online advertising campaigns during quarantine?
Yes, with the right approach and optimization of advertising campaigns, it is possible to maintain and increase their effectiveness in the online environment during quarantine. It is important to analyze data and tailor advertising based on changes in user behavior and market demand.
What changes in user behavior are observed in the online environment during quarantine?
During quarantine, users began to use the Internet more actively and turned more to online shopping, educational resources, entertainment companies and other online services. There is also an increase in time spent on social networks and video hosting sites.
How to choose the most effective advertising channels during quarantine?
Choosing the most effective advertising channels during quarantine depends on your target audience and the characteristics of your business. Study the behavior of your audience, analyze data and test different channels to find the best combination.
What factors should you consider when setting up targeting during quarantine?
When setting up targeting during quarantine, you should take into account changes in user behavior, market demand, and use geotargeting and other parameters to accurately reach your target audience and minimize risks and budget losses.
Thanks for reading! You have become a real expert in advertising during quarantine. 🌟
Now that you've mastered all the right strategies and tactics for setting up and optimizing your ad campaigns during quarantine, you're ready to successfully market your business online. 🚀
Remember that setting up and optimizing advertising campaigns is an ongoing process. Always monitor changes in the COVID-19 situation and adapt your campaigns to meet the new requirements and needs of your audience.
And don't forget to take advantage of all the features Google Ads has to offer to maximize your advertising results. Use different ad types, experiment with keywords and settings, and always measure and analyze the results.
I am sure that with your knowledge and skills you will be able to attract more clients, increase sales and grow your business, even during quarantine.
Good luck!!! 💪🌟
Video training: How to Optimize Advertising Campaigns in Google Ads | How to Get More Sales from Advertising