Emily Stephens — May 7, 2020 
This is going to be a transformational year in Google Ads in ways that weren’t predicted at the close of 2019.
For businesses that are in a position to keep their doors open and continue business as usual during COVID-19, this is the time to run a strong Pay-Per-Click campaign.
Competition (or lack thereof)
What you pay on Google to run ads is called a cost-per-click (CPC). Meaning, you are paying every single time a user clicks on your ad. If a user sees your ad but does not click, you don’t pay. The more people bidding on the same keywords in the same location as your business, the more each bid (read: click) will cost you. Right now, more businesses than ever before are pausing marketing efforts which means the bidding war for many industries is at an all-time low.
Now more than ever, you need high-level paid search management with experts who do not use automatic bidding or ad changing software. With many unknowns, it’s critical your messaging remains relevant, appropriate and most importantly, meets your campaign’s marketing goals.
Messaging
While it’s advisable to have key differentiators, company highlights and a strong call-to-action (CTA) in your ad copy, it’s most important to be sensitive, timely, and in-touch with how your target audience is being affected by COVID-19 in their homes and communities.
Make mention in your ads, ad extensions, and/or your landing page about COVID-19 and how your business is making changes/adjustments at this time. Or, if things are truly business as normal, depending on your industry, make that known as well.
Manually Check-In
There’s never a good time to use automated systems for Google Ads. In fact, you should run from automated software, Google corporate reps managing your account, or automated features within the Google platform. They’re designed to be set-it-and-forget-it, and spoiler alert: that’s a great way to spend a lot of money quickly with little to no return.
Particularly in a climate where businesses are making quick shifts, you need a human Google Partner team to review your campaigns for 1) quality control and b) to boost your ads’ quality score, drive traffic and increase conversions
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