Similar to other online advertising platforms, I’ve observed a trend among my clients during the pandemic – they’re adapting their use of the Google Display Network to align with their evolving marketing approaches. While I recognize each account is unique and demands a tailored optimization strategy, I wanted to share some tactics I’ve found particularly effective since COVID-19 began impacting my clients’ accounts.

This excerpt comes from our blog post about online advertising trends in the COVID-19 era. The beauty of these display tactics is their versatility. You can experiment with many of them regardless of whether COVID-19 has affected your business. Let’s dive in.

1. Experiment with pay-per-conversion bidding

Available exclusively with a target CPA strategy, pay-per-conversion does precisely what its name suggests. You’re only charged when a user converts on your site. If you haven’t already, I highly recommend testing this option. If your Google Ads account boasts at least one hundred conversions in the past month, consider switching your target CPA strategy to prioritize conversions.

When COVID-19 initially struck, several of my clients had to scale back their advertising expenditures. To maintain some level of visibility, we transitioned their display campaigns to a pay-per-conversion bidding model. This allowed us to sustain brand awareness without overspending. In the image above, the client has set a target CPA of $100. Since launching this compact campaign in March, we’ve garnered over four million impressions and more than eighteen thousand clicks, resulting in a single conversion. For a mere $100, we achieved substantial brand exposure and valuable traffic, with a high-quality conversion as a bonus. But there’s even more to it.

It’s important to note that pay-per-conversion bidding exclusively accounts for direct conversions. If your display campaigns utilizing this bidding strategy generate view-through or cross-device conversions but no direct conversions, you won’t incur any charges. This approach can be a powerful tool for maximizing your advertising budget and boosting conversions from other channels, making it worth exploring even if your account hasn’t been adversely affected by the pandemic.

2. Increase the frequency of your placement report monitoring

This section is concise yet crucial: User behavior has undergone a transformation during the coronavirus pandemic has changed. Therefore, it’s imperative to assess whether the audiences targeted by our display campaigns have also shifted. It’s assumed you’re already diligently monitoring your placement reports in Google Ads. However, if you suspect changes in your target audience’s performance, it’s advisable to significantly increase the frequency of checking where your ads are appearing compared to the pre-COVID-19 period.

Many individuals find themselves with more free time currently – it’s no secret that people are spending more time online. This surge in traffic could either positively or negatively impact your campaign performance. I’ve witnessed both scenarios firsthand with my clients. Regularly review your placements to identify necessary optimizations, keeping in mind that not all changes will be detrimental. You’ll likely encounter more placements to add to your exclusion lists. However, your findings might lead you to block or target additional placements based on the latest data. Without frequently examining your placement reports, you’ll remain oblivious to these trends.

3. Adopt a proactive exclusion strategy

This next recommendation stems from insights shared by my colleague, Kirk Williams, and the Zato Marketing team. In a recent blog post, they introduced a coronavirus placement exclusion list. For a comprehensive understanding, I encourage you to check it out. The premise is that numerous news websites are integrated into the Google Display Network, and some of these sites feature substantial ad spaces, as exemplified by this example from The New York Times.

Demographic targeting enhancements could potentially address this, but still. Data suggests that click-through rates for clothing and apparel have rebounded to pre-COVID-19 levels. However, even if I were in the market for such products, I wouldn’t be particularly receptive while engrossed in articles about economic recovery. While exposure on these sites might still hold value, you might prefer to avoid spending your budget on users primarily interested in the latest pandemic updates. As always, the decision hinges on your specific account objectives. Utilizing the Zato exclusion list empowers you to block a diverse range of URLs, encompassing those belonging to news organizations or URLs containing pandemic-related keywords. Conversely, this exclusion list can function as a managed placement list for targeted user engagement. If you offer products or services particularly beneficial during the COVID-19 crisis, leverage this list to connect with users actively reading or contemplating the pandemic. This strategy could potentially lead to heightened purchase intent. Speaking of implementing more managed placements…

4. Focus on your managed placement campaigns

Hesitation towards experimenting with different audiences might arise if you’ve observed changes in audience behavior within your campaigns (applicable to both display and YouTube campaigns). While custom intent, auto-created, and in-market audiences have proven valuable for my awareness campaigns, I’ve noticed significant performance fluctuations in some since the onset of COVID-19. Consequently, it’s worth investing more effort in exploring new managed placement options beyond those already converting in your existing campaigns. Currently, I have a client targeting mothers. Initiating a display campaign and searching for “mom” websites is straightforward. It requires minimal effort to input a keyword and peruse the initial results page.

While pinpointing the exact audience is simple, our research shouldn’t stop there. When COVID-19 emerged, schools closed, abruptly transforming many parents into homeschool teachers. (It’s important to acknowledge that the responsibility of homeschooling isn’t solely borne by mothers, nor do all homeschooling families necessarily include them. However, mothers are also parents, a factor considered in our targeting. We aim for maximum control through gender-based targeting.) This context sparked new research avenues for managed placements.

We discovered a multitude of homeschooling websites within the Google Display Network. We can seamlessly incorporate these URLs into our targeting selections. And we’re not finished yet. Even without homework, children still need entertainment. (I’m constantly searching for ideas, so any suggestions from fellow parents are welcome.)

In my client’s case, I can easily explore projects suitable for children. Parents are likely seeking art activities, science experiments, and sports to keep their kids engaged. The lifting of stay-at-home restrictions doesn’t equate to an immediate return to normalcy. Therefore, ensuring my client’s ads appear on websites frequented by parents navigating this situation is crucial. This example illustrates just one client’s experience. Consider the multifaceted ways user behavior has been reshaped by COVID-19. More importantly, contemplate how your specific target audience’s behavior has evolved. Are they visiting different websites now? What features, services, or needs have taken precedence? Does this shift justify exploring new placements as part of a revised strategy? These are the questions to ponder. Thoroughly researching your target audience’s priorities during the pandemic will unveil a plethora of managed placement options, keeping your brand top-of-mind wherever your audience spends their time online.

Continuously reassess your display strategies as the situation evolves

Although life seems to be gradually returning to normal, the COVID-19 pandemic remains a significant concern. It’s crucial to acknowledge the uniqueness of each account. Depending on the industry, some businesses are struggling, while others are experiencing a surge in activity. Regardless of your situation, I hope this post has provided you with valuable ideas to consider. The world of online advertising has always been dynamic, but the pandemic has introduced unprecedented challenges and complexities. If you’ve implemented any successful strategies during this period, please share them with the PPC community in the comments below.