The COVID-19 pandemic has pushed many small businesses to the brink—with shops and restaurants being shut worldwide, fluctuating supply chains, protecting employees, and huge changes in people’s purchasing patterns. However, the pandemic has managed to boost online shopping activity.
Moreover, with people spending huge amounts of time online, global pandemic helped create lucrative online advertising opportunities for businesses and improve their sales.
So, how can you advertise and take maximum advantage of the surge in online purchasing during the coronavirus pandemic? Here are some relevant Google advertising strategies for brands and retailers to advertise their products.
Change your marketing strategy
Adapting your marketing strategy according to the current consumer behavior and online environment is fundamental to any business’ success. Moreover, with the global pandemic, consumer activity has taken a rapid and substantial turn, which has further made it necessary for you to get your business noticed.
With a range of Google-provided free resources like analytics and data tracking tools, your task becomes a lot easier to new courses. You can update your marketing campaigns to align with the new environment by-
· Excluding your ads in regions where you can’t operate, where your supply chain is disrupted, or where your conversion rates are impacted.
· Consider pausing ad groups or ads for products that are affected by supply and demand issues.
· Enable ad scheduling to control your ads and adjust your bids.
Also, it would be best if you aimed to stay connected with both the community and your customers and must pay attention to their issues. You can develop an adaptive marketing strategy keeping these issues in mind and creating new ways to engage customers and draw attention to your company, which can be done via social media, email outreach, or other promotional offerings. Furthermore, try using all listing options to your advantage.
Become more transparent and remain updated
With a dynamic online environment, customers nowadays look for real-time updates on how your business is doing, particularly relating to your stores and product availability. Therefore, it’s important that you keep updating your business information and inventory, which can be done easily by making a COVID-19 post in Google My Business. This may include-
· Providing the latest information regarding your store’s temporary closure status.
· Making store edits to show whether your store offers pickup, delivery, or curbside pickup.
· Use feed uploads and automatic item updates to make your online product data updated in real-time.
Develop new customer-engaging strategies
The main aim of the COVID-19 marketing strategy should be to find ways to keep your customers engaged or introduce more relevant products and services. Also, through live chats, webinars, phone calls, and social media interactions, you can make your customer relations more personal and better, which will help in the long run.
Therefore, the key to sell your products is by making them more discoverable by reaching out and engaging with customers, whether by upgraded customer service or new products and services.
Moreover, having more than one ad can also help your business attract more customers, without any added cost to your current budget. You can focus one ad on a particularly popular item or service and another ad to emphasize your overall business.
Free advertising credits
Using free ad credits correctly is the best way to increase your brand presence during this pandemic, as advertising can gain your businesses a substantial amount of new users. Those businesses can attain free ad credits on Google who are working with the platform since the beginning of 2019 and are generally valid until the end of 2020.
Since these ppc ad credits are charged on a CPC (cost per click) basis, you must optimize your feed before using the ad credits.
· Google ad credits
Google had rolled out $340 million in ad credits for small and medium businesses to help them survive through the pandemic-hit marketplace. However, your business can qualify for the credits if the advertisers have spent funds directly, which could be done through a Google ads account.
Though Google has been quite vague regarding the size of the credits, it offered, but the platform has guaranteed that advertisers could use the ad credits on any area of Google advertising.
Optimize your e-commerce experience
With the global pandemic locking people in homes, consumers turn in large numbers to the web for all their needs. Therefore, with hundreds of millions of shopping searches on Google every day, it’s crucial that businesses remain connected to the customers. So, to advertise your products better, you can make them discoverable in free product listings on the Google Shopping tab. This optimization of your e-commerce activities will allow customers visiting your site to have simple, easy-to-navigate web experiences that will enable them to easily find the information they’re looking for.
Update or introduce new offers
Updating your offers is the most profitable move to make while trying to survive the global pandemic. You can offer limited-time deals, free shipping, special markdowns, gifts, and other creative, money-saving offers. You can introduce new products to existing ones to create special attractive bundles, or you can partner with other small businesses to reach a broader customer base.
Adapt to consumer behaviours in the future too
The global crisis probably made businesses realize the power to stay in contact with their customers, prompt actions on decisions, and invest in preparing for recovery.
So, even as the market begins to reopen in the coming months, studies have predicted that online shopping will likely keep growing. Therefore, it is recommended that businesses invest smartly in planning for recovery, as it will require adapting to long-term changes in consumer behaviour. Remaining flexible and open to new ideas is the key to staying connected with customers and supporting them.
Although this isn’t an exhaustive list but is guaranteed to help you bounce back from the pit of the pandemic. Also, if you give deep thought and do analysis about what your customers are experiencing, you can develop creative ways to improve your sales in this period.