Advertising on Facebook and Google have become the industry standard for paid web ads these days. But in time of the Covid-19 pandemic, advertising on these platforms may not pack the same punch as they did during more normal times.
Advertisements for travel and entertainment, one-time staples of paid search and display campaigns, have dried up since the coronavirus has upended our way of life. Yet even in these times, Google and Facebook ads are still a smart move for many businesses.
Even in the best of times, Google and Facebook ads are no guarantee of success. They still take savvy marketers to create campaigns with bids, keywords and audiences to maximize ROI for businesses. Whether you are trying to keep your business afloat during these trying times or planning a campaign for the post-pandemic world, there are still some steps you can follow to make the most of your ad spend.
- Test Your Ads – You can do your best to write copy and select images that you think might engage your audience, but there is no substitute for testing your ads. Both Google and Facebook make it easy to conduct AB tests for your campaigns that promise to make them all the more effective.
- Think Long Term – If you are expecting your new campaign to drive conversions immediately, you are setting yourself up for disappointment. While certain campaigns may successfully drive conversions, Facebook ads, in particular, are more adept at raising brand awareness and consideration than encouraging sales. When creating ad campaigns on Google and Facebook, make sure you are setting the right long-term goals and creating the appropriate benchmarks to measure your success.
- Targeting Too Small An Audience – One of the things that make Facebook ads as powerful as they are is the ability to target such specific audiences. Looking for someone who’s interested in Harry Potter and computers with a birthday coming up? Facebook has you covered. But focusing on too niche an audience can leave you at a disadvantage and limit the effectiveness of your campaign. Keep your audiences broad until you can identify where you are getting the most fruitful engagement.
The pandemic has made it harder for companies large and small to do business, especially when it comes to marketing on web platforms like Google and Facebook. But in both good times and bad, a few best practices can make the difference between a successful campaign and a dud.