With an unprecedented global pandemic comes unprecedented challenges for SMBs. Running a small business or agency is hard, stressful, and uncertain—even under usual circumstances. Add a global pandemic to the mix, and it’s really hard, and all the uncertainty can drive your stress through the roof. Join this virtual workshop with WordStream’s thought leaders to get concrete action items and creative strategies you can do right now to strengthen your business, adjust your game plan, and engage your audience to help your business weather the COVID-19 storm.

1. LIVE WEBINAR
© Copyright 2020 WordStream, Inc. All rights reserved.
Managing & Marketing
Your Business During
COVID-19

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3. Logistics
• Webinar will be recorded – check
your inbox for materials
• Submit your questions for Q&A

4. Logistics
• Webinar will be recorded – check
your inbox for materials
• Submit your questions for Q&A

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Mark Irvine
WordStream, Senior Data Scientist
• Analyzes trend data of 30,000+
WordStream client Google,
Bing & Facebook Accounts.
• Recently voted #1 most
influential PPC expert of 2019.
• 8 years of PPC experience
@MarkIrvine89

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Take Care of Yourself
and your Family

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You are living through a Global Pandemic.

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There is a lot that you can not control.
You can not control:
Do not fixate on what you can not
control. You can only control:
• The virus
• The news
• The closing of schools
• The reaction of the government
• The world, the moon, and the
tides.
• Your mood
• Your reaction
• Your decisions.
So make those all good ones.

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There is temptation to quickly react.
Stay informed and make smart marketing
decisions based on data.

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Take Care of Your Business

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Financial Relief is Available
Half of small businesses do not have cash liquidity to survive 28 days without revenue.
Many more cannot grow with reduced revenue.
SBA Disaster Loans
The US Small Business Administration
has offered loans up to $2M at very
low interest rates:
• 3.75% for small businesses
• 2.75% for nonprofits
IRS Tax Relief & Deferment
• The US IRS has postponed tax day to
July 15.
• Additional considerations for
disaster relief credits and payment
deferment are available.

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Keep it Easy to Find You
As your business operations change, keep your customers informed wherever they
search for you
Google My Business
• Update phone number
or contact info
• Update hours and
locations
• Create a post to
ensure searchers that
you’re still open or any
changes they should
anticipate to your
business during the
pandemic
Social Accounts
• Update hours and
locations open
• Post something to
your audiences –
ensure them you’re
still open, doing
business online, or
taking future orders.
Ad Campaigns
• Update contact
information – phone
numbers, etc.
• Update location
extensions and
geographic targeting
• Update dayparting to
reflect new business
hours
• Update ads to reflect
local inventory and
services

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Stay Agile
Businesses that can think on their feet and adjust to changing markets will always
prosper.

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How COVID-19 is
Impacting Paid Search

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COVID19 on the SERP
The Bad News The Good News:
• Google search ad clicks have
decreased by 7% since the
beginning of March.
• Google search ad conversion
rates have dropped by 21%,
on average.
• US Store Visit Conversions have
fallen 90% since February.
• Google search ad CTRs have
increased by 10%
• Google search CPCs have
decreased by 15%
• Consumers’ searches and
preferences are shifting –
not ending.

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Industry Performance Varies Widely during COVID19
Not all industries are seeing poor results, many are seeing performance shift but not suffer.
Advertisers seeing
better Google
performance:
• Nonprofits & Charities
• Health & Medical
• Business Management
• Finance
• Beauty & Personal
Care
• Media
• Gifts, Greetings, &
Flowers
Advertisers seeing
mixed Google
performance:
• Real Estate
• Home Improvement
• Home furniture &
decor
• Automotive
• Retail
• Jobs & Education
• Legal
Advertisers seeing poor
Google performance:
• Travel & Hospitality
• Bars, Restaurants, and
Nightlife
• Live Entertainment
• Conferences & Events
• Sports & Fitness
• Building &
Construction
• Industrial &
Manufacturing

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Coronavirus Searches Dominate the SERP

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New Searches Dominate the SERP
• Typically, 15% of daily
searches on Google
have never occurred
before.
• In the past weeks,
these new searchers
are much more
common and closer
to 25% off all search
terms in ads are
new!

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React to New Searches Before They Cost You
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Review your search terms report at least once a week.
Add new relevant keywords to better manage this traffic.
Exclude new negatives that bring irrelevant searchers.
Proactively identify new negative keyword opportunities.
Use WordStream’s free negative keyword tool. We also
have lists of irrelevant COVID-19 related keyword lists.
Follow trending COVID-19 searches. Search trends
change daily – Google’s Coronavirus Hub tracks the
current breakout searches related to COVID19

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Refresh Your Ads
• Your ads from a month ago may now carry a new unintentional message or
undesired imagery
Virus Check

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Timely Ad Creative Changes
Given the change in your customers’ needs and sensitivities, consider revisiting your ads
Google Prohibits
advertisers from
capitalizing on COVID-
19. Avoid direct
references in your ads
to:
• Phrases like “COVID-
19” and “Coronavirus.”
• Verbs like “Hoard” or
“Dying”, even if
intended to be
figurative.
• Special sales or
promotions targeting
the pandemic.
Consumers have different
responses to the popular
imagery. Reconsider your ads
including:
• Events like “March Madness,”
the Olympics, or other major
timely events.
• Creative that’s counter to
social distancing – such as
• “Out and on the go!”
• “Your perfect getaway”
• “Share with all your friends”
• “Visit us” or “Shop in Store!”
• Images including interactions
like hand shakes, hugs, and
high-fives.
Promote more
relevant value-props
and benefits that may
now be relevant:
• Free or timely
delivery
• Inventory: “In stock,”
“Limited Stock”,
“While supplies last”
• Local messaging
• In-home services
• Ads specific to
different devices

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Rethink Your Mobile
• Mobile ad traffic is
down 24% from
where it was a month
ago. Desktop makes
up a larger share of
your campaign
strategy.
• Revisit your device
bid adjustments or
consider smart
bidding strategies
• Rethink your ad copy
for a less-mobile
audience.

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Finding New Opportunities
Across Networks

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New Online Opportunities Grow off Google
• Your audience is
spending more time
online during COVID-
19, even if not on
Google search.
• Bing and other search
engines are hardly
affected.
• Display, Social, and
Video have increased
traffic!
• Now more than ever, it’s
critical to be
advertising across
different networks!

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Bing Ads more attractive during COVID-19
• Bing powers 36% of all US
Desktop searches! As more
people begin to work from
home on PCs and spend more
time on desktop devices,
many are using Bing to
search.
• Since COVID-19, Bing
advertisers are only seeing a
decline of 5% of their traffic
from Bing.

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Display & Social advertising to Grow
• Internet usage is up 50%
as COVID-19 spreads. Ad
traffic from display,
social, and video is up
considerably!
• Reach your audience off
the SERP with different
messages to keep them
engaged and keeping your
brand on their mind.

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Advertising outside Google
drives more Google Search
Cross-Network Ads Lift Branded Search Interest on Google!

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Target Your Ads to a Relevant
Audience

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Today, in Google Ads you
can target users based on:
• Customer Match:
Email, Phone, Address
• Remarketing Lists
• Similar Audiences Lists
• In Market Audience
• Demographics
Age, Gender, Income, Parental Stage,
Education, Relationship, Homeowners
status
• Life Events

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LinkedIn Profile Targeting on Bing
Bing’s newest innovation
enables its advertisers to target
searchers based on information
in their LinkedIn profile, such as
their:
• Company
• Industry
• Job Function

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Targeting On
Search:
Get More Targeting Cross-Network
Age
Gender
Income
Remarketing
In - Market
Parental
Status
Education
Marital Status
Homeowners
Expanded Targeting On Social & Display:
Job / Career
Hometown
Friends
Fans
Traveling
Ethnic Affinity
Industry
School
Field of Study
Life Events
Political Leaning
Interests
ExPats

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WordStream Special Offer

33. © Copyright 2018 WordStream, Inc. All rights reserved.
Thank you!