Coronavirus outbreak has taken the world by storm, let alone digital marketing and let alone PPC as well. Yes, you read it right! Coronavirus has had a major impact on the pay-per-click industry. However, the question is, what can you do as an entrepreneur to avoid the pitfalls that the Coronavirus is bringing. Some impacts just cannot be avoided but there are some things that you can do to turn the situation of this outbreak to your advantage. So, let’s get started.
The first thing you can do from a PPC point of view to improve your business is to capitalize on the target audience’s needs after the storm has passed. What that essentially means is that even if the customers aren’t buying your services now because of this crisis, there is no reason they won’t commit later. As long as your name pops up in the search results, people are interested and they will act on their interests later. If you can provide them with an option of “order now and get later” along with lucrative offers, then that would be swell. Even if there is minimum deposit for the order, you are still gaining a valuable customer and that is a huge deal. Besides, the money will come to you as soon as this gets over.
Another thing you can do is to capitalize on the law of supply and demand in this situation. You will have to divert a little from your forte and cater to the needs of the people. Let’s say you own an e-commerce site and you are known for selling really cool apparel, but that’s not what people sorely require in this crisis. You can consider importing products that people need right now and selling them at really cheap rates. For example, with offices urging their employees to work from home now, everybody needs a laptop and not everybody is getting one. Businesses are looking to procure laptops in bulk and you can be their savior. Same can be said for sanitizers and masks.
So, when you run your PPC campaigns, you need to set up new campaigns to promote the new products you want to promote in this short period. Of course, it is easier said than done, because you need to possess the technical knowledge of whatever it is you are opting to sell as well. Keep in mind that you will have to put in extra time and effort to learn about it because in this time, when money is not coming from conventional means, you have got to try unconventional methods. Measure your performance in those campaigns and if the results are positive then you can continue to do business with these new products even after this home arrest period.
The last thing you can do is to think how you can further digitize your services. So, if you are offering services that are ideally done in person but could be done via digital marketing, then you are providing something others aren’t and that could be your USP for the next few months. You can try and get people to transact digitally through Google ads. A perfect example is if you are a karate instructor who has been using PPC’s to procure clients, you can now offer your sessions via Skype.
Obviously this will not apply to all businesses. For example, if you own a computer repair shop, you need to have the computer in front of you, so this is where it can get a little problematic but if you are the kind of business where you can add value to customers online and solve their problems online, now is the perfect time to do that.
Bottom line
Of course, this is a perilous time and the economy is taking a serious hit no matter which part of the world you live in. However, many businesses can apply these tactics and find their silver lining in this time of crisis.
