I’ve now hosted five PPC Town Halls and welcomed several PPC experts as panelists to share what they’re doing in response to the economic crisis that’s resulting from the COVID-19 pandemic.
I’d like to share a few of the key takeaways we heard.
1. Adapt to Survive in a Volatile Market
The volatility in digital marketing follows that of the real world.
As consumers in different locations have to abide by quickly-evolving government regulations, their behavioral shifts are forcing companies to adapt quickly or risk going out of business.
Levi’s CEO, Chip Bergh, says “this pandemic will further separate the winners and losers.”
But since there is no playbook for the scenario we now face, being nimble and adapting to the situation is going to be a critical part of being a winner.
If you’re on the digital marketing team, the first step to getting your client or company to agree to adapt is to show them data of how the pandemic is impacting them.
Regional Impact of PPC Script
My company, Optmyzr, has written a free Google Ads script that overlays regional coronavirus-related regulations on top of Google Ads performance data.
The annotated timeline can expose the underlying reasons why the results of PPC are in flux.
It can be especially helpful for agencies working with multi-location clients where it may be difficult to stay on top of a multitude of differing local regulations.