Companies all over the world have to adjust to the new reality — which could mean rethinking current search engine marketing (SEM) strategies.
Here, you’ll find:
- How SEM has changed in 2020
- Ideas for adjusting your campaign
- New industry trends and developments
- Common campaign mistakes to avoid
The good news: with so much uncertainty about the future right now, search engine marketing is still worth leveraging. By making just a few tweaks, you can set up your SEM campaigns to succeed, no matter if the business climate is rocky or smooth sailing.
Changes to consider
Before adjusting your SEM strategy, you need to pinpoint what has changed about your target audience’s psychology and behavior, if anything.
- Lower purchasing power – many consumers are experiencing a decrease in income and a shift in priorities, so purchasing power is dropping
- Higher learning potential – with more time available, people are doing more research online, looking for educational materials, taking courses, and watching webinars
- Demand for better digital interaction – consumers are spending more time at home and demand more convenience from remote service providers
- Change of focus – consumers are shifting their focus to products of prime necessity
- Remote operation – the majority of companies are moving their business online, increasing digital sales, and providing remote support
- Lower costs – due to the decrease in demand, the cost per click (CPC) for paid search ads has dropped
What hasn’t changed is the need to promote your products and services. Experts say it’s OK to market your business during these times, as long as you lead with empathy, transparency, and with your customers’ current needs in mind.
Since search engine marketing is an ongoing process, stopping it today may mean starting from scratch tomorrow. Adapting your promotional tactics to the new pain points and needs of the target audience is the key to your company’s success for the rest of 2020 and beyond.
1. Focus on content clarity
Be it your next blog article or an Instagram ad, you need to remove the filler. In 2020, consumers are spending more time online, which often means being bombarded by a ton of information. Because of this, they’re becoming more and more experienced in telling valuable information apart from thinly-veiled sales content.
Google is also adjusting its algorithms to the new reality (as of its May 2020 core update) trying to focus on clarity. Here are some ways you can keep in the search engine’s good graces:
- Focus on the readability of your content
- Keep anything related to traveling or large gatherings out of your content
- Don’t make any promises or wild predictions related to the COVID-19 pandemic
- Focus on what you offer and how you follow through for your customers
- Adjust your CTAs according to the latest developments (i.e. “visit our store” and “let’s meet” are rarely relevant these days)
2. Reevaluate your SEM campaign budget
Since the demand for products has shifted more towards essential goods in 2020, it may be a good idea to reevaluate your PPC campaign budget. With the average CPC dropping by 50% across the board, it’s an excellent time to redirect the budget to top performing SEM campaigns.
A good plan of action: Single out the highest performing ads and keywords, then channel more of your PPC budget to support them. To pace your campaign spend better, you may consider such settings as lifetime spend or monthly spend limits instead of daily budgets.
3. Beef up your educational content
As far as content types go, you can’t get much better than articles and other materials that aim to educate your audience. People love this kind of content because it provides a service and (ideally) helps them solve a problem or glean new information without having to make a purchase.
With millions of people pivoting how they do their jobs (if they were lucky enough to keep them), the need for educational content is on the rise. In fact, consumers are 131% more likely to buy a product after reading educational content, according to a recent study.
The time and money you invest in the educational content right now can bring impressive results in the future.
4. Capitalize on your knowledge base
Is your knowledge base sitting idle, aimed solely at customer support? The year 2020 is an excellent time to take full advantage of it for SEO.
Here are some ideas for how to capitalize on this resource:
- Turn your FAQ documentation into separate educational blogs
- Link to your knowledge base to improve your internal linking efforts (link to it in “ticket received/closed” responses as well)
- Study your customers’ behavioral patterns by checking which information they access most frequently, then create content based on those findings
- Use the knowledge base to establish yourself as an authority in your industry
Put your knowledge base content in a nice wrapper (like a readable structure with entertainment elements and personalized touches). Then, use it on your website, social media, and for guest posting.
5. Improve security
A crisis can create fertile ground for all kinds of fraudulent activity. Criminals across the globe create malware, use names of famous brands to offer fake discounts while phishing for sensitive information, and more.
To date, almost 200,000 coronavirus-related cyber-attacks occur every week. Protect your information (and that of your customer’s) with tactics like:
- Monitoring your log files for crawl errors to reveal if spambots are trying to access your website
- Implementing Single Sign-On (SSO) technology for user authentication
- Checking to see if the website is secured with SSL
- Reviewing all your SEO add-ons and plugins for security, stability, and updates
6. Inspire your customers
Right now, many people are rethinking their values, habits, and where they invest their time. This is an excellent opportunity to inspire them to try something new. Create inspirational content for your website and PPC ad campaigns as a creative way to highlight products you may have had a hard time promoting in the past.
For example, you can take full advantage of an Instagram paid ads campaign to show how you can improve your customers’ lives during these trying times. Such an approach can turn into an efficient SEM campaign after the pandemic subsides as well.
7. Discover more paid social platforms
It’s likely that your target audience is spending more time online. Meanwhile, advertising costs are dropping. It’s the perfect environment for exploring new paid social platforms.
These ad types are often on the more affordable side when it comes to digital ads. Social media ads also seamlessly fit into feeds in a way that lets you meet your prospects where they already are.
If you’ve been advertising on Facebook and LinkedIn, it’s time to look at Instagram and Pinterest and vice versa. You can direct your attention to YouTube in-video ad placement as well.
The companies that survive through hardships aren’t the ones who say “we’re not going to change how we do things.” Rather, they work to think outside of the box, adapt to changing dynamics, and pivot their strategies in creative ways.
This is the motto for a high-quality 2020 SEM campaign. By rethinking your audience’s needs and adjusting to the new demands, you can set your brand up to survive any crisis — and gain valuable experience to capitalize on in 2021 and beyond.