How Can PPC Advertising Help Your Business Stay Relevant in a Recession?

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When the economy hits a rough patch, it’s only natural for business owners to tighten their belts and cut costs. Every cent counts, and every expense is scrutinized. But here’s the thing: In times of economic uncertainty, it’s crucial to be strategic about where you invest your resources.

Now, let’s say you’re looking for a way to stay relevant and keep your business afloat amidst the storm. That’s where the power of pay-per-click marketing (PPC) comes in. It’s a game-changer that can save the day.

Here’s the beauty of PPC: It’s a sales-focused approach that delivers results and generates sales, all while being cost-effective. You only pay when someone clicks on your ad, which means you’re investing your budget in potential customers who are actively interested in what you have to offer.

By embracing PPC advertising, you’re not just cutting costs, you’re strategically investing in activities that increase conversions and drive revenue. It’s a smart move that keeps your business relevant even in the toughest of times.

Keep reading to find out more!


Review Goals

When uncertainty strikes, it’s time to review and adapt your advertising goals to navigate the changing landscape. But here’s the exciting part: Even in challenging times, innovation thrives! Just take a look at how companies are embracing new approaches to stay ahead.

For instance, there’s a company that used to rely on in-home estimates, but guess what? They made a remarkable shift to virtual estimates. And you know what they gained? Lower close rates and reduced employee travel time. Talk about turning a challenge into an opportunity!

Now, here’s where PPC comes into play. By reallocating your budget towards brand awareness campaigns, you can maintain your brand presence and keep your audience engaged. It’s the perfect time to explore cost-effective yet high-visibility campaigns like Discovery and Video. They can give your brand the boost it needs, capturing attention and fostering engagement.

For smaller advertisers, efficiency becomes the name of the game. It’s time to review those underperforming campaigns and narrow your focus on what truly delivers a bang for your buck. Feed your sales funnel by doubling down on the core conversion-driving campaign. It’s all about maximising your return on investment and making every cent count.


Invest Only in What Works

This is an excellent opportunity to review your current paid marketing campaign metrics and to determine what resonates with your target audience. For example, what brings you the highest return on ad spending or ROAS?

The marketing budget could be cut if you and your company’s top-ranking executives discuss prioritising. However, we recommend you first examine the optimisations and changes you can make to your market share, before you allow it to be lost by the competition.

Here are a few cost-effective PPC tweaks:

  • Shut down search partners.
  • Stop broad match terms.
  • Exclude any age groups that are not in your target market.
  • Implement geographical restrictions.
  • Limit ads in the time and/or days they are displayed.
  • Weed out unqualified traffic, and focus on building your negative keyword list.
  • Stop low-converting and high-spend marketing campaigns.


Designate the Target Audience

To prioritise your marketing, it is essential to ensure that sales and marketing are in sync. Marketing must provide material that addresses customer pain points and drives qualified leads to work effectively with sales.

Sales should also have a reasonable rate of closing those leads. It is easier for both parties to know what they are expected to do and keep their end of the bargain. Marketing must first understand the qualified leads to drive qualified leads. This is easiest to do by creating a buyer persona. It’s a “semifictional” representation of your ideal customer.

To create a buyer’s persona, you need to use customer data. This will allow you to understand your customers’ demographics, interests and pain points. You can pull this data from Google Analytics or your CRM software. You may also interview existing customers. Targeting people similar to your customers and getting more qualified leads, if you have more information about them, is more accessible.


Create Refined PPC Strategies

The moment you define your buyer personas, you can retarget your marketing campaigns so that they target high-value prospects. This is important for digital advertising. It means you need to refine your target audience and the copy of your ads to drive more conversions.

After ads are live, you can use A/B Testing to determine the most effective messaging for your campaign and optimise its performance. By optimising and refining your targeting, companies can increase click-through rates and reduce the cost per lead.

Your marketing team can increase leads with little effort, even with a lower budget. To track your steps and calculate your return on investment, you will need to configure Google Analytics.


Improve SEO Efficiency

Search engine optimisation (SEO) and paid search (Paid Search) are two sides of one coin. SEO and paid searches can work together and complement each other. These marketing strategies involve finding the “money keyword” search terms to help your brand connect with the most qualified people.

Not only is this important, but it also increases your brand’s credibility in the eyes of many searchers. Therefore, a strong SEO foundation can help you remain competitive and a thought leader within your industry, regardless of the economic climate. In addition, content marketing and keywords can help your paid search efforts and overall brand.

You can promote long-form content through ads, such as a whitepaper or market research study. In addition, you can offer your content to anyone who visits your landing page in return for filling out a form. It’s a win/win situation. You get information on potential leads, and your site visitor receives valuable educational collateral.


Optimise Websites

Here’s an unusual scenario: You have created a highly effective and eye-catching paid search ad which generates clicks. However, visitors arrive at your site and are met with a disappointing experience, which causes them to bounce.

Paid search revolves around more than just the ad. You need a great site and landing pages to convert a click into a closed deal or lead. A fast, optimised website will help you accomplish this. It is essential to ensure that your landing page reflects the voice and language of the ad. The ad-to-site experience should feel seamless.

Next, conduct a “wellness test” of your website to identify issues such as slow load speeds, poor mobile performance, and 404 errors. It’s wise to optimise your website in any business climate, but especially during recessions when you have to be extra careful about your ad spend and want the best conversion rates.


To Conclude

A recession can be an excellent opportunity to emphasise the human side of your brand. Companies focusing on empathy and understanding are more likely to succeed in difficult times. You can also offer to revamp your strategy to be proactive. This will allow your client or company to stay ahead of the curve even if a recession occurs. In addition, this will enable you to offer comfort and peace of mind knowing that their paid marketing efforts will stand the test of time, no matter what happens in the future.