The COVID-19 (Coronavirus) outbreak has brought about massive changes on a global scale, altering nearly every facet of daily life. As a business owner, you may be struggling to determine the best ways to maintain your bottom line while remaining sensitive to the serious nature of the pandemic. If so, you’re not alone – this situation is unprecedented, a fact that has left businesses in almost every industry feeling confused and unsure of how to move forward.
This is especially true when it comes to Pay-Per-Click (PPC), as brands must work to ensure that all messaging is appropriate and complies with Google and other platforms’ COVID-19-related policies. Luckily, the Zero Gravity Marketing team is here to help you navigate these times of uncertainty.
Below, we’ve compiled a step-by-step guide for adjusting your PPC ad copy amid the Coronavirus pandemic.
Before you begin writing new copy for your PPC campaigns, take some time to consider your existing messaging. Does it use the appropriate tone? Is it still relevant given the current global situation? Pause any ads or messaging that feels out of place.
It’s also important to consider social distancing policies, business closures, and event cancellations as they relate to your ad copy. For example, ads that discuss traveling or attending concerts go against social distancing protocols and would likely yield significant backlash from your audience. Similarly, creative assets that depict handshakes or large crowds may be upsetting to some consumers.
Once you’ve assessed your existing PPC campaigns and paused any that don’t fit the current context, it’s time to begin adjusting your ad copy. As you brainstorm your updated messaging, it’s crucial to keep COVID-19 related ad policies in mind. Many platforms have started cracking down on misinformation regarding the virus, which has led to the development of several advertising restrictions.
Google, for example, announced that it would block all ads that appear to capitalize on the pandemic. Facebook, Instagram, and LinkedIn have taken a similar approach, pledging to remove all false claims and conspiracy theories surrounding the virus. This includes banning “exploitative tactics in ads and banning ads for medical face masks, hand sanitizer, disinfecting wipes, and COVID-19 test kits,” according to Facebook’s official statement.
With the above policies and restrictions in mind, it’s best to play it safe when it comes to creating ad copy. This means avoiding words like “COVID-19” or “Coronavirus,” as well as any other related keywords. These terms will likely get flagged when present in ads or on landing pages.
Throughout this difficult time, many people are searching for positivity to help them keep their spirits up. Therefore, it’s best to strike a careful balance with your copy. Ideally, your messaging should respect the gravity of the situation while also maintaining a sense of light-heartedness.
Due to social distancing policies and business closures, many consumers are opting for online retailers. Therefore, now is a perfect time to offer your audience an incentive to shop. For example, free shipping, complimentary gifts, and discount codes are an excellent way to give back to your customers while generating interest in your brand.
At ZGM, we understand the challenges you may face while adjusting to the many changes brought on by the COVID-19 pandemic. No matter your current marketing needs, our team is here to provide valuable guidance and assistance.
Contact us today to learn more about our services.