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By now, we’ve all seen the headlines, the tweets, and the memes. ALL the memes.
It’s curious to wonder how we’d be handling COVID-19 on a global scale without the advent of social media. Sure, television sets would come in handy, so too would radios. I mean that’s how people stayed informed during world wars and catastrophic disasters throughout history, right?
But in this current landscape — smack dab in the middle of a global pandemic that affects us all — it’s hard to deny the positive impact that social media has had in keeping us all looped in and connected in real time.
Since the World Health Organization declared the Coronavirus as a global health emergency in January 2020, people from around the world have shared their first-hand accounts. News outlets have reported up to the minute information around the clock. And accessible stories from foreign news outlets have given us all a holistic picture of the crisis, all in the palm of our hands.
By March 12th, Hootsuite Insights reported 12 million Twitter mentions with the word “coronavirus” in the United States alone. That was also the day, Tom Hanks announced his and Rita Wilson’s diagnosis on his Instagram Page. That was the same day, the NBA’s suspended season was acknowledged on just about every platform.
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And that was the day the severity of COVID-19 became much more clear.
But what isn’t clear is how long this will last, and what the total impact will be. What we do know is that social distancing, non-essential travel, and maintaining great hygiene makes a huge difference. And staying up to date and informed with the latest news from the Government of Canada and the World Health Organization may be one of the best ways to influence your life and those around you in the most positive and productive ways as we head into another day.
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Are you aiming to increase web traffic or grow your social media presence? Figure out why you’re leveraging paid media in the first place and build your strategy from there. Having clearly defined goals in mind will help you focus on your brand’s key priorities.
Designing strategies that cater to all three stages of the buyer journey ensures that you’re maximizing your brand’s reach. Every user at every stage is valuable—and you have to make sure you’re creating paid media content that speaks to each audience type.
Effective paid media is tied to targeting the right keywords. If you’re leveraging paid search ads to appear on SERPs (search engine results pages), then in-depth research is necessary. Bid on the keywords that are most relevant to your business to trigger only the most effective ad appearances.
Gather your team—because it’s time to start coming up with ad copy that wins attention. The key is to resonate with your audience and inspire engagement. Be real. Be relatable. And most importantly, don’t underestimate the power of creativity.
Do the landing pages on your website effectively push visitors further down the sales funnel? If not, you’re letting potential customers slip through your fingers. Optimize each of your landing pages so that they nudge users towards converting.
The options are plenty when it comes to paid advertising, including Google, Meta, TikTok, LinkedIn, Microsoft, and Pinterest among others. Analyze who your target demographic is, research where it’s best to connect with them, and then target the platforms where you wish to build awareness.
If you’re ready to build your paid media ad campaign, you’ll find that it will be further broken down into “ad groups” to ensure more effective pay-per-click advertising. These ad groups house one or more ads that have similar targets or categories. Let’s say your brand’s website features categories such as clothing, shoes, and accessories. Creating ad groups according to keywords that fall under these categories will help the PPC system decide when to show ads for these products.
Retargeting ads are bound to succeed because it’s a second shot at a conversion. Visitors have shown interest in the product/service once before, and sometimes all it takes is a little reminder to push them to the checkout page. So don’t forget to retarget and aim better this time.
In the world of paid media, what works and what doesn’t? You’ll have to run A/B tests to find out! Whether you’re testing which keywords bring more traffic or which social platforms earn more ad engagement, you won’t find out what really works for your brand until you test it.
Revisit your initial goals. Did your efforts bring about the results you expected? Tracking results is an essential step in your brand’s paid advertising campaigns. The data you collect from currently running ads will help lay the foundation for your future campaigns.
After tracking your results, you’ll be able to see where adjustments are necessary. There’s always room for improvement, so keep striving to consistently resonate and build trust with your audience—it’s how to create paid ads that pay off.
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