Watch The Video
Transcript: PPC Tips for Businesses During Covid-19 (Coronavirus)
As you guys know, coronavirus is affecting the very fabric of society, let alone marketing and let alone PPC as well. If you saw my last video, you’ll understand the impacts that coronavirus is having on the PPC industry as a whole. It’s having a major, major impact.
We’ve looked at the impact of that report from WordStream and seen what it’s doing to the industry, but the question in this video is what can you do as a business to avoid the pitfalls that coronavirus is bringing? Of course, there are going to be some scenarios where you can’t avoid the trouble that this virus is going to bring to your industry, but there are things you can do or potentially do in order to improve your campaigns and bring in a bit of extra revenue for your business as well. In this video, I’m going to cover what you can do from a PPC perspective to get more results in this time of crisis, coming up.
Hey guys, Darren Taylor of thebigmarketer.com here and my job is to make you a better marketer. If you’re new to the channel, I’m Darren Taylor, a digital marketing trainer and consultant. I specialize in PPC and SEO. If that sounds of interest to you, you should consider subscribing to the channel. In this video, we’re following on from the last video I made around the reports that WordStream produced that showed coronavirus is having a majorly negative impact on PPC in general. This video, we’re going to go through what you can do as a business to improve things and try and battle back against the storm of, of course, a higher cost for acquisition and a lower volume of conversions at this time.
Before I continue, if you haven’t watched my first video on the subject of coronavirus, I’ve linked it up in the description below, so please, please, please make sure you check that one out before this one so you can understand the impact of coronavirus. Now, let’s go on to the very first point and the very first thing you can do to improve things for your business.
The very first thing you can do from a PPC point of view to improve your business is to try and use a “commit now” offer. Essentially, all this means is that you are asking the customer to commit now to transact and do business at a later date. Of course, if you’re in an industry where people aren’t buying at the moment, there’s no reason they won’t buy from you in the future, so it’s about building those relationships.
At the end of the day, if you’re on the search results page and somebody has searched for your service, even if they’re not willing to commit today, they will be looking to commit tomorrow. This is the thing, otherwise, there’ll be no search volume, people are still interested in what they want to do after this virus has passed.
What does a “commit now” offer look like? Well, to put it very simply, say, for example, you are an events company. Of course, events and conferences have been hit massively hard by what’s happened recently. In this scenario, what you could do is if you ask your customer to commit now and pay a deposit in order to do their event later on in the year, you can offer them incentives or discounts or some kind of loyalty scheme in order to get the transaction over the line and make them a customer of yours. Even if you don’t get all of the money today, you will eventually get that money tomorrow and that could be all the security that your business needs at this time.
Of course, you are going to be giving up a proportion of your revenue with any kind of deal like this because, of course, you’re going to be discounting your servicing costs. However, if you think about it, in the short-term, that’s really going to help you. If you have invoices going out of your business, going to the customer and getting some form of small payments or some kind of deposit, you can be confident knowing that all you’re really doing is offsetting your revenue as opposed to missing out.
Even if things are scarce for the next 12 weeks or so, you will know when this passes you will get results and you’ll be able to hit the ground running and have business lined up and ready to bring revenue to you.
Another thing you can do to improve PPC for your business is to have a slight pivot in your offering. What do I mean by that? Say, for example, your business is an e-commerce business and you specialize in the sale of goods you’ve purchased from a third party or from a manufacturer that you’ve developed yourself. In this scenario, what you could do in the short-term is use your existing e-commerce infrastructure to sell things that people need now in this scenario.
Of course, a perfect example of this is laptops, for example, because we know in this day and age right now with the coronavirus, people are working remotely and there is an issue with businesses procuring enough laptops for their companies to work from. If you’re an e-commerce business, you could consider importing really cheap laptops and selling them at this time to businesses in bulk when businesses are looking for this kind of solution.
Of course, it takes a bit of technical knowledge to pivot and you have to understand the industry a bit more and do a bit of digging, but at a time like this, where your money isn’t coming in, this could be something that works for you. When you run your PPC campaigns, all you need to do is set up new campaigns to promote the new products you want to promote in this short period of time.
Obviously, continue to measure your performance in those campaigns, you make that pivot, you see the results and see what kind of results you’re getting. If you’re getting positive results from pivoting in that direction, then you continue of course, and if you’re not getting great results, at least you tried something at a time like this.
Finally, the last thing you can do to help your campaigns at this time is to think of how you can further digitize your services in the short-term. If you offer services that don’t need to be done face-to-face, but are traditionally very much done face-to-face, for example, an accountancy firm or something along those lines, then you can move your business to a digital-only service.
All you need to do in order to do this is build yourself a landing page where people can access your digital-only services. Maybe it’s a digital product, maybe it’s something that you can give to your customers to help them with their problems, that they can download and transact with you online for. Even if you’ve been selling traditionally in the past, it’s something you can do.
Of course, this isn’t going to help a business who sells a physical product face-to-face or anything like that, but it would definitely help businesses who are already online, of course, because you’re running Google Ads, you are online already, but what you can do in this scenario is you can try and get people to transact digitally. Now, this won’t apply to all businesses. Of course, for example, if you are a car service garage, you need to have the car in front of you to service the car, otherwise, you can’t actually make any money, so this is where it becomes problematic.
However, if you’re not that kind of business and there is an opportunity where you can transact online, where you can add value to customers online, now is the time to do it. Start expanding your horizons, understand what a digital-first approach could look like.
A perfect example of this is personal trainers. If you’re in a position now as a personal trainer who’s been using PPC to get clients, what you can do now is to offer digital personal training sessions over Skype. Even if you can’t go to the gym and have people there with you and train them in person, this is the ultimate opportunity to start looking at meal plans, exercise plans and actual face-to-face consulting over Skype about fitness goals. This is the prime opportunity to do it because, of course, your customers can’t see you anymore.
Before I finish this video, here’s one thing I want to part with. Of course, this is a very difficult time, and many businesses in different nations will find these tips difficult to implement because of the niche they are in. However, many businesses can actually do a lot of these things I mentioned. If you can do these things, and you think to yourself, “I’m this kind of business, I can try and do some of these things,” then I implore you, please start doing that today because it could mean the difference between your business surviving in this period of time or struggling. It’s really important. If you can, hit me up in the comments below, I’ll be more than happy to help you implement some of these strategies. If you like this video, like it. Again, hit me up in the comments, please let me know if I can help you. More important than that, don’t forget to subscribe, check out the other content across my channel and I’ll see you guys on my next video.