Wednesday, March 29, 2023

Managing your Smart campaigns through COVID-19 - Google Ads Help [gg-google-ads-en]

Managing your Smart campaigns through COVID-19

We want you to feel confident that your advertising is set up appropriately during COVID-19. Here are some best practices on how to use Google Ads Smart campaigns to help your business through this time.

Evaluate your need for advertising

  • If your business is temporarily closed, pause your campaigns and update your Business Profile in Business Profile manager.
  • If your business is still open but this isn't the best time advertise, pause your campaigns.
  • If your business is still open, make the most out of your advertising spend by following our tips below.

You can turn your campaigns on again quickly when the time is right for your business.

Learn more about pausing your campaign

Tips for your campaign

Consider your budget

When it comes to your budget, we know that every bit counts. If your budget is limited, but you're still getting calls or website visits from your ads, consider lowering your budget. You can leave your campaigns active to help drive as many customers to your business as possible.

If you notice improved results from your ads, consider increasing your budget (even for only a few days) to capture even more business.

Learn more about updating your budget

Make sure your Google Ads reflect your offerings

If your business has shifted focus, be sure to modify your ad text to keep your customers updated. This could include:

  • New offerings like takeout, delivery, or curbside pickup
  • Updated business hours, or special hours for certain groups
  • Measures being taken to keep employees and customers safe
  • New online stores, products, classes, or ordering capabilities
  • Free shipping or updated delivery times
  • Special offers or discounts
  • Gift card purchases

If you have a Business Profile, be sure to adjust your business hours and services on your Business Profile, so that customers searching for you on Search and Maps can also stay up to speed on changes.

Tip: Update your website to reflect these changes too. It can help reassure your customers that your business is open, and that the products and services they find in your ads are still available.

Adapt your tone

  • Be extra mindful about how certain words might make customers feel. Reevaluate your use of words like "protection," "checkup," "prevention," or "virus."
  • If your campaign is international, follow local terms that have been used to reference COVID-19 and regional disruptions.

Learn more about updating your ad text

Write varied ads

Having a variety of ad headlines and descriptions can help your business attract a wide range of customers, without any added cost to your current budget. Try using headlines and descriptions to focus on a particularly popular item, service, or feature, (or to highlight your overall business).

Learn more about writing more ads for your campaign

Review your images

  • Assess the appropriateness of images that show large gatherings of people or close human interaction.
  • Rethink any images that might be unsettling right now, like images of people that are sick or unhappy.

Learn more about updating your ad images

Edit your location settings

Most people aren't traveling long distances right now. If customers typically visit you at your physical location, update your location settings so your ads only show near your business.

Keep in touch with Google's free premium service for video meetings, Google Meet.

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