As U.S. states start to open up their markets over the next few weeks, advertisers are now faced with executing new digital marketing strategies to adapt to the new changes in the market. In this new environment, consumers are now looking for more concise information about what they want and how to get it. Amid these changes as a result of COVID-19, advertisers must first work to better understand this new consumer behavior and adapt their marketing approach and objectives to meet these needs.

So how do advertisers tackle this type of challenge if they are working with a modest budget or budget cuts? Digital marketing is a great place to start. As states start to open up their markets, the need for digital marketing will be critical to get their business back on track.

Below are my top 10 tips to help businesses rethink their advertising strategies as they navigate through these uncertain times.

  1. Audience Targeting – Adjust campaign audiences to prioritize users who are more likely to convert or take action

  2. Ad Scheduling – Modify daily and hourly ad scheduling to ensure ads are running during peak times

  3. Bid Strategy – Switch to an automated bidding strategy (ROAS or CPA targeting); set conservative targets

  4. Optimization – Focus on converting keywords by pausing non-converting ad groups and campaigns (include pre-COVID performance)

  5. Geo-targeting – Exclude states or regions with closed markets or reduced business operations

  6. Remarketing – Continue re-targeting users who have previously visited your website. This will help to keep your brand top of mind with these users, driving them back to your website to complete a specific action. Refresh remarketing banner creative and test different headlines and descriptions in your new responsive display ads.

  7. Ad Extensions – Update your ad extensions (Sitelinks, Callout, Structured Snippets and Promotions) to indicate any new changes in your business

  8. Ad Messaging – Modify your extended ad text as well as responsive ad text to test new marketing creative

  9. Promotion – Test new PPC-only promotion to improve conversion rates (create urgency – “limited time only”)

  10. Continue Researching – Leverage Google Trends “rising queries” to identify new trends in your market and fine-tune your keyword list

For assistance with your digital marketing campaigns, contact Melissa at 940-268-1381 for your free initial consultation.


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