Dear advertisers, many of you are wondering if you should cut your advertising budgets and what you could deploy digitally to maintain your business. We have identified opportunities that can help you deal with the Covid-19 crisis:
1. You are an e-merchant and still, have the chance to deliver to your customers and to have stock. Start by analyzing what are the top-selling products at the moment, then create specific campaigns. On Google Ads, by bidding on the names or categories of your bestsellers or on Facebook by highlighting these articles in a carousel format for example.
2. If you haven't yet launched a Google Shopping campaign, don't wait any longer to get started! Indeed, this type of campaign is generally very successful, both in terms of the number of sales generated and the return on investment. To do this, open a Google Merchant Center account and create a product feed. In addition, a brand new feature has just appeared that will make your life easier. It is now possible to create a flow without going through your webmaster or through too technical solutions. You can manually add products one by one in the Merchant Center interface by filling in all the fields that will be asked.
3. Concentrate on highlighting products that your customers might need during this time: - essentials , such as food or hygiene items - products that can no longer be purchased in physical stores , such as computer accessories, pet food, or baby furniture and accessories
4. There is a good chance that your competitors will reduce their media budget or even completely suspend their campaigns. Therefore, this would lead to a drop in competition and therefore in the average CPC. If you can maintain your campaigns , do so because there is a real opportunity to acquire new customers at a lower cost .
5. You had already tested Search, Display or Facebook campaigns and the performance was not there. Maybe now is the time to relaunch them and put them to the test? Indeed, everything suggests that the Internet user interested in such or such product today will make an online purchase in the coming days. We believe the lead time is going to get shorter at this particular time. Furthermore, while in normal times most Internet users do ROPO “Research Online, Purchase Offline”, today there is no other option than to order online. Thus, audiences on Google's market (inMarket) are much more inclined to order in a shorter timeframe. Put audiences to the test and test different types of campaigns!
6. A significant variation in your conversion rates is expected, whether positive or negative. In this case, you can implement a seasonality adjustment in Google Ads. This advanced tool allows you to optimize the bids of your campaigns that use smart bidding strategies. It works especially well for short periods of one to seven days.
7. If you have no choice but to reduce or put your campaigns to sleep, take the opportunity to focus on your natural referencing (SEO) . Optimize your site from a technical point of view, semantically, and create new content. Do you think about the problems of your audience during this period of confinement? How can your products, your services help them overcome this ordeal? Offer them positive content, tips, to do lists, advice, entertainment!
8. Offer your services differently: for example, consider setting up a delivery system or organizing online training and communicate them as much as possible.
9. Keep your customers and prospects informed of developments in your situation. Take the opportunity to capture users on your social networks and invite them to follow your pages . Now is the perfect time to strengthen the bond between your business and your followers. If distance no longer allows you to form a physical bond with them, social networks allow you to stay in touch. Consider the video format and the Live solution to strengthen proximity.
10. Show your solidarity by making a commercial gesture or offering your services for free . Get inspired by Canal +, which has decided to help the French to better endure the confinement period by providing them with free access to the group's channels.
Suisseo is there to support you and even more particularly during this period that we are going through. Contact us for any request and if you need help at the strategic or operational level.
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