New 2020 Marketing Trends in a Post-COVID-19 World: Part 2

Remarketing To Untapped Channels

Remarket to a prospective customer through social media ads by choosing a commonly viewed web page or app page of a product. Then, decide how often you want this ad to appear in a potential customer’s feed.

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For example, HubSpot uses relevant images and copy to remarket to business owners who want to save time with selling. This Facebook ad copy puts a customer’s fears to rest by showing them the value of this product that takes less time to install but will save them more time in the future.

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Also, consider offline channels like billboards for remarketing purposes like Battersea Dogs and Cats. As part of its #LookingForYou campaign to encourage more individuals to rehome dogs, this brand used outdoor billboards which were activated by a tag in flyers handed out to those walking around in Westfield shopping Centre in London. Barley, an interactive dog, greeted individuals who took and kept the flyers and walked past the billboards.

Furthermore, Lucozade Sport released a TV ad that rewrote the unofficial song of the World Cup ‘Three Lions’ to encourage support for the England Women’s football team for the FIFA Women’s World Cup. This new version was called the ‘Three Lionesses’ and aimed to inspire emotional support for England women’s football and get more women interested in football.

This remixed anthem expresses the trials of women who overcome prejudices when playing football and worked in conjunction with England female footballers like Jordan Nobbs and Toni Duggan who revealed the lyrics from their Twitter accounts. This facet made the ad more powerful as the focus was kept on these footballers rather than the brand itself.

Automation For PPC Campaigns

Automation is the future of paid search as PPC automation can help your business be more efficient as it saves you time on tasks such as ad creation anomaly detection which can result in better ad spend. It can also assist in better bid monitoring so you can improve your campaign decisions in line with the specific business goals of your brand.

Automated Bid Management

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Automated Anomaly Checks

It’s not easy for humans to stay on top of any errors before they affect ad performance; that’s where Google’s Account Anomaly Detector comes in. This PPC automation script can automatically scan your ad account every hour to check for any errors. If it finds any metrics that do not match expectations, it will send you an email.

Automated Ad Copy

Google’s Dynamic Search Ads feature automatically generates ads for a search based on content from your website. This feature allows you to get better exposure to your existing products without making any changes to your current keyword campaigns. However, to use Google’s Dynamic Search Ads function, you need to have strong content on your website that is supported by accurate product descriptions, is up to date, and has a clear call to action.

Suppose Dynamic Search Ads is not an option for you for automated ad copy? In that case, you can leverage Google’s Dynamic Ad features. There are three main dynamic ad features which can be created by typing a curly bracket (“{“) into the ad creation screen. These ad features are:

Keyword Insertion

This function allows you to automatically update your ads with keywords in your ad group in line with what your customer searches for. For example, imagine that you own a cake shop. When choosing this keyword insertion function to automate keywords in your ad group, you might choose ‘gluten-free cakes’ ‘chocolate cakes’ and ‘cupcakes’ as this covers what you sell.

If a customer searches for ‘cupcakes’, Google will automatically change your ad headline to ‘Buy cupcakes’. If another customer then searches for ‘gluten-free cakes’, Google can change your ad headline to ‘Buy gluten-free cakes’ so that it matches what the customer has searched for.

However, if a user searches for ‘artisan chocolate cake’ which is not a keyword in your ad group, the ad headline will remain ‘Buy cakes’. However, in the future, you might choose to add the keyword ‘artisan chocolate cake’ to your ad group if you want your headline to match a customer’s search. However, as you cannot always account for every keyword your customer searches for, it is best to use a mixture of Dynamic Ad tools to automate your PPC campaigns.

Want to create a sense of urgency with your ad? Try the countdown ad feature which will let you automatically count down for every day, hour or minute until your offer expires. However, as these types of ads expire after the countdown, make sure that you also use ads with no expiry date.

IF Function

An IF Dynamic ad function allows you to market your product or service to various types of customers depending on the stage they are at in the customer journey.

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For instance, if a user is viewing an ad from their mobile, you can feed a relevant text that only they would see. If not, they would see the text that all customers see.

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You can also use this function if an audience has watched your YouTube video or viewed a landing page on your site.

Key Points

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