Google Ads: Search
The full COVID-19 Search Ads management guide and checklist can be viewed here.
Our Google Ads: Search TL;DR standout tips include…
Evaluate your ads
- Avoid words with double meanings like “protection,” “checkup,” “prevention,” or “virus.”
- Edit your ads as needed to let customers know if you offer services like delivery or in-store pick-up.
- Review delivery/shipping settings and estimated delivery time to ensure you accurately reflect current operations.
Review your creative and proactively communicate business changes
- Conduct a thorough review of your search text ads, extensions, and landing pages. Pay attention to tone, highlight any business changes, and check that your message is helpful.
- Update relevant ad extensions to reflect changes in your business.
- Communicate any business changes to Google searchers by updating your Google My Business page.
- Apply call extensions to your text ads or setup an appropriate schedule to drive calls when you have someone there ready to answer the phone.
Examine your website
An optimised mobile website experience generally drives more conversions and a higher return on ad spend.
Google Ads: Display
The full COVID-19 Display Ads guide and checklist can be viewed here. Compared to guidance for Search and Shopping ads, Display tips are somewhat limited, unfortunately. We’ve summarised creative guidelines and have added a few suggestions of our own.
Our Google Ads: Display TL;DR standout tips include…
Adapt your creative to fit the moment
- Stay up-to-date on insights and trends. To identify real-time insights that are relevant to your business, use Google Trends to explore what’s top of mind for your customers and how you can adjust your ads to meet changing expectations.
- Adjust your strategy quickly with responsive display ads, delivering the right message in a rapidly changing market.
- Conduct a creative review of your existing responsive display ads with the asset report. You can focus your creative optimisation on “low” performing headlines, descriptions, and images, rather than starting from scratch.
As long as you’re delivering a message that’s helpful and appropriate, and you’re making proactive changes to your audiences based on analysis and emerging trends, your Display ads shouldn’t experience declining performance.
Taking action to update your website and marketing strategy with measurement tools from Google
Google’s measurement tools provide insights into changing customer behaviour via Google Ads attribution reports, Google Analytics, and Google Data Studio. Their Google Optimize feature can help businesses to update their website without needing to add or amend code. The full measurement guide can be viewed here.
Our Google: Measurement Tools TL;DR standout tips include…
Understand the impact of your Google media
Use the new look for attribution reports in Google Ads to help you quickly see how customers interact with your marketing throughout the purchase cycle. This makes it easier for you to then take action in the areas that are driving results. Attribution reports include:
- Top paths
- Path metrics
- Assisted conversions
- Model comparison
The new look attribution report in Google Ads
If you’re not already using data-driven attribution, and are eligible to switch over to this model, then we definitely recommend that you do so. Data-driven attribution uses machine learning to determine how much credit to assign to each click on the customer journey, helping it account for changes in customer behaviour during unprecedented times. As this modelling gives a much clearer perspective on how customers are acquired, advertisers can quickly learn a lot about true campaign, ad, and keyword performance and optimise accordingly.
As a general guideline, for this model to be available, you must have at least 3,000 ad interactions in supported networks, and a conversion action must have at least 300 conversions within 30 days.
Keep your website updated
If you haven’t added a banner to alert website visitors of any changes to your products or service, or an easily accessible page with relevant information on changes, then you may be losing out on customers who are finding this reassurance elsewhere. Google Optimize offers a fairly new feature whereby you can easily add a message for your customers to the top of your homepage, and throughout other pages on your site.
Add a COVID-19 service update banner to your website with Google Optimize 360 – for free!
You can sign-up to Google Optimize for free to implement basic changes and experiments, or use their premium testing and personalisation tool, Google Optimize 360, for more advanced experiments.
Retail guide for e-commerce websites and Google Ads: Shopping advertisers
The full guide for adapting to retail industry trends during COVID-19 can be viewed here and the e-commerce website and advertising checklist is available here.