Some Tips For Managing Your Google Ads
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.
Evaluate your ads
- Consider your context and tone. Make sure that 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 whether 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 that 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 that 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.
Google Recommends Addressing COVID-19 Business Operations Issues
Google recommends creating specific posts regarding COVID-19 that address:
- Hours of operation and temporary closures.
- Changes to how your business operates (e.g., pick up or delivery only, curbside pick up, call for details, etc.).
- Updates to how the location is being managed as it relates to safety and hygiene.
- Requests for support.
Google says these updates will be a standalone carousel just below the business info. Here is how you create a post for including business changes:
