Coronavirus is affecting the routines and habits of people and how businesses serve those communities around the world, changing everything from the day-to-day lives of individuals to global supply chains.
As businesses seek to navigate this difficult time, adapt media strategies, and determine which online marketing activities are most worthwhile, gaining an accurate understanding of ad performance is more important than ever.
Since COVID-19 started dramatically impacting daily life, time spent on mobile devices has seen a significant increase. People are spending more time each day on social networks.
An expansion in social media usage means higher activity in Facebook’s ad auction and more possibilities to reach customers on these platforms.
Digital usage is at maximum
As numerous companies are closed and people are staying at home, digital consumption is on the rise. As people don’t go out for any work or pleasure, they turn to Facebook and Instagram more than usual. It reveals that the number of obtainable impressions, the probability of the ads being delivered, and the number of active users in the target audience will grow. All this coupled will result in reduced overall operating expenses for your campaigns.
Majority of your opponents may pause ad campaigns
Whenever a business is interrupted, the initial response of companies is to halt advertising campaigns and resume when the circumstance passes. That is why you must keep your Facebook Ads running (if you can manage to) during such a crisis. Since your rival companies probably going to be out of the market, your shared target audience is available for the catch. With lower competition for the same audience, you will eventually see lower operating costs making your spending more impactful.
Brand recognition is a low-cost option
Though conversions are likely to hit with people anxious about the future, it would still be an efficient decision to move to a low-cost goal like brand recognition with your Facebook Ads. Brand awareness ads are designed to generate as many impressions as possible among the intended audience in hopes of creating a brand identity. Facebook evaluates it by asking those who have presented the ad if they remember seeing it two days after being served. This could be viewed as a double-dip because if they don’t remember, they were reminded of it. These campaigns usually produce results for a few bucks and are good at keeping awareness high. Should you need to cut back finances and fully comprehend that awareness is critical right now, this is the way forward.
Opportunity to Serve People and Win Business Later
Although there are reasons to keep your Facebook Ad campaigns live in a time like this, it is essential to reflect on how your audience will regard you. We strongly recommend changing your communication to serve people instead of selling. Shifting your marketing strategy just a little in the near term can help you build the respect and admiration of customers in the long run. You can offer deep discounts, freebies, or additional access to premium services. We should not kid ourselves into thinking advertising isn’t about making money; however, we should be sensitive about how we do it. Offering people true service or value in a time of need will not be forgotten when things return to normal.
Read Other Blogs:
About The Author
