Amidst the chaos brought from this pandemic, the digital world is also in a frenzy. During this time of uncertainty, marketers everywhere have seen a transformative change with budget reallocation, campaign freezes, and changes in search trends. Learning how to weather the storm in search advertising will be vital to business success and leave you prevailing over your competitors in upcoming months.
The question of which channels to use for greatest impact is top of mind for most businesses during this uncertain time. Primary consideration for many marketers as the implications of coronavirus became clearer include proper budget reallocation to tactics that will continue a successful campaign. Consumption on digital channels has already increased across all formats, especially time spent streaming video content as users aim to stay entertained at home.
This means keeping paid advertising as a prominent component in any digital campaign. Decreasing any search advertising spends will prolong the time to be successful once these devastating times are through. According to a survey conducted by ‘Best SEO Companies’, 1,000 marketing professionals and consumers were polled and asked about the effectiveness of SEO vs. Google Ads according to several categories. Marketers in roughly equal numbers found both SEM (90%) and SEO (87%) to be effective. Forced to choose one or the other, however, 64% said they would choose Google Ads, although in correlation with SEO, paid search advertising was deemed more effective.
This means with the current uncertainty looming over marketers, paid advertising should be a prominent component to any campaign in conjunction with other tactics. Adhering search advertising to the current pandemic is crucial as we continue to chart this unknown territory.
We live in an age when marketing success can hinge on a business’s ability to quickly react to and alter strategy around trends in real-time. The COVID-19 outbreak is no different, and it is changing consumer behavior dramatically. With an increased surge in search traffic, businesses must be ready to alter their current messaging to correlate with what is going on in the world. “It seems very obvious to update ads, but the reality is very few advertisers are doing it,” said Microsoft’s Rik van der Kooi during a live-streamed event for partner agencies. There is a true opportunity for those that focus on messaging during this time and pivot their paid advertising strategies to adhere to the current climate.
Red Shark Digital is a superior full-service digital marketing agency that specializes in Web Design, SEO, Branding, and Digital Advertising. With offices across North Carolina including Raleigh, Greenville, and Wilmington, our team of digital marketing specialists are able to create catered solutions for your business needs. Our clients have allowed us to push the boundaries of web and creative design, while building innovative results for their company and their brand. These clients have encompassed multiple industries including higher education, healthcare, and major commercial franchises. Our wide range of clientele has allowed us to craft specialized strategies for businesses of all sizes while conveying our knowledge across a variety of platforms. We always strive to connect brands to customers, learn what we can do for your business today.