Best Tips to Tweak Paid Search Amid COVID-19

by Sujain Thomas | Guest Contributor  |  Digital Marketing

Photo by Markus Winkler on Unsplash

With the COVID-19 pandemic creating mayhem in the US and worldwide, marketers are finding it challenging to work on their paid SEO campaigns. With the crisis assuming alarming proportions, the needs and behavior of online customers have changed considerably, coercing marketers to meet the demands of customers on their terms. 

Search has become all the more important with the corona crisis, as more people are staying indoors and browsing the web, consuming online content, researching, and shopping from the comfort of their homes. Did you know that total online hits have increased by 50 percent to 70 percent during a lockdown? ​

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According to an article published on Searchengineland.com, as American consumers started taking radical steps amid the pandemic, several marketers noticed that search and conversion activities changed too fast. It means that you need to tweak your paid search tactics amid the crisis. Here is how: 

Watch the tone of your messaging 
Do you know whether your copy is accurate and compassionate? When it comes to a paid ad for a travel package, it could seem out-of-touch. The customers are disappointed by businesses that seem to make a profit amid the corona pandemic. Therefore, you need to create your messages in a way so that it focuses on your brand image and values. 

Your business can also use marketing materials to let your buyers know how they’re shopping or responding amid the corona crisis. For instance, if you have an e-commerce store or a real estate business, you can target your messaging by highlighting the safety measures for the construction workers. You can get in touch with an SEO consulting firm to learn more about messaging tone. 

Adjust your strategy based on changing customer behavior online
During the lockdown, the use of desktop has increased significantly. Again, more people are working remotely making them use PCs more instead of smartphones and tablets. Consequently, there has been a dip in mobile traffic of approx 25 percent. It means that customers’ digital behavior has changed amid the pandemic. Therefore, businesses must ensure that all their paid ads are optimized for desktop as well as mobile during these times. 

Tweak your offerings as per customers’ requirements 
Amid the corona epidemic, healthcare businesses are shifting to telehealth and restaurants are embracing the delivery of food and not allowing customers to eat out as they did before the corona outbreak. Again, B2B firms are repurposing their content planned for real conferences into online webinars. It means that as a marketer, you need to connect with your customers to help them understand how you are beside them even at this crisis hour. 

Precise and appropriate messaging 
When it comes to your business message or communication, it must be precise and accurate for the existing situation. Make sure you all your messages are up-to-date with present business hours as well as offerings. You also need to change your call-to-actions or CTAs, like ‘Visit our store’ into ‘Buy online’. These little changes matter to prevent customer confusion. 

Conclusion
Amid the crisis, marketers need to build paid campaigns and tweak them to cope at these troubled times, which is changing the business scenario globally. 

About the author:

Sujain Thomas is a freelance content writer and blogger who has written articles for several renowned blogs and websites about various uses of social media to engineer more business traffic on business websites.

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