Is PPC Worthwhile During the COVID-19 Crisis?
They say that the COVID-19 virus does not discriminate as to which a person can be infected. The same is true with regard to the economic fallout from the virus. The COVID-19 virus does not discriminate as to what businesses will be impacted by the pandemic.
Indeed, Variety magazine reports that Facebook and Google could lose more than $44 billion in advertising revenue in 2020 due to the coronavirus pandemic. We all hear on the news how badly industries like the airline industry, restaurants, and the entertainment world has been hit by the economic downturn during this crisis. In short, a large part of the economy is hurting right now, and that might include your law firm.
Accordingly, you may think that you should cut back or eliminate altogether your Pay-Per-Click (PPC) ad spend. That, however, might not be the best approach to take. In this article, we will take the time to discuss the state of the world with regard to PPC amidst the COVID-19 pandemic. If, after reading this article, you have more questions about how to better digitally marketing your practice with PPC or other marketing tools, then reach out to Oamii.
Oamii, providing help with PPC in West Palm Beach, is here to help you with all of your digital marketing needs. We are up and running at full speed during this crisis. So, we invite you to contact our firm for a digital marketing agency and assistance with PPC in Palm Beach, FL. Our Oamii marketing professionals can provide effective marketing services that are second to none, at a reasonable price point. Contact us today by filling out our online contact form, or by calling us at 561-228-4111.
Is PPC Even Worth It During the Pandemic?
The answer to that question is “yes.” Now, before you jump to conclusions that we may be missing how bad this entire economic turndown is, you need to consider that the global pandemic, while impacting a lot of industries, has done so unevenly.
It is absolutely true that the average click-through performance for Google Ads has fallen through the floor. That is understandable given that we are in a world where everyone’s priorities have changed dramatically. We are not clicking on and buying products and services in the same way we were two months ago. Indeed, Google conversion rate have decreased sharply in March and April, to the tune of about 21%.
However, if you look more closely at the data, you will see that the general drop in PPC performance has been concentrated on those hardest-hit industries like the travel industry, and the restaurant industry. The PPC performance in those areas is way down. Yet, PPC performance in other industries – like on-demand entertainment, office supply companies, and (as you would expect) medical service companies, has increased dramatically.
Therefore, it is certainly not a waste of time or money to keep moving forward, in some fashion, with your marketing using PPC in Palm Beach and elsewhere.
Does That Data Mean to Go Full Speed Ahead on PPC?
No. The COVID-19 pandemic has dramatically altered the business and legal world, maybe for good in some ways. So, an approach to PPC that does not account for current events would be inappropriate. Rather, you will need to make some adjustments to your marketing approach with regard to PPC in Palm Beach and elsewhere.
Some Things to Consider with PPC Moving Forward
Once you come to the conclusion that you should continue your PPC strategy with some changes, here are few items to consider:
1. Be Nimble
Normally, you would want to gather as much data with regard to your PPC ad spend so you can alter your approach accordingly. However, during this time of massive uncertainty, the best formula right now is to respond to market changes quickly and take action as soon as you see an appropriate opportunity.
Again, that means you may be faced with a choice on whether to make any PPC marketing move at all. Remember that any choice has three basic outcomes. You could not try, and you will have no results. You could try and miss the mark, which at least has the benefit of giving you information to succeed next time. Or you could try and succeed, which is the goal – so, well done.
2. Be Empathetic
Now is not the time for “sales-y” pitches. As an attorney, you have valuable skills to provide, particularly in a time when Congress is passing legislation as fast as it can be written, and such laws require a lot of sifting. So, lead with your added value to those in need of information during this crisis. That will benefit you mightily down the road.
3. Find Savings In the Right Places
Finally, this time when we are still relatively sheltered-in-place is when you may want to look at other ad spending. You can see which campaigns you had from the past that have never produced much fruit and cut them to save for other marketing strategies.
Oamii Can Help You With PPC in Palm Beach
Oamii is laser-focused on digital marketing for law firms. Let us help you. We dedicate ourselves to optimizing your legal web design to deliver quality content to bring in new business. We have the tools and the team to make sure that your brand, your webpage, and your firm are top-of-mind.
When you invest in marketing for your law firm, you want to work with an agency that brings your law firm the best results and understands the temperature of the marketplace. You want to get the most out of your advertising budget and get the best return on investment. The firm for a digital marketing agency in West Palm Beach, Oamii, provides quality products and services to our clients while keeping their best interests in mind, making use of the best legal marketing provider in West Palm Beach, Florida. Our deliverables are always provided on schedule, budget, and scope.
You have a choice with your marketing dollars and resources. If you want to increase your marketing reach and want a company that focuses on SEO for law firms, then look to the help of an experienced, professional, legal marketing provider in West Palm Beach. Look no further than Oamii to crack the code on how to improve your marketing game. We welcome you to contact us at Oamii to help you market your firm and build your book of business. Please fill out our online contact form, or call us at 561-228-4111 today.