Hello there,
COVID-19 has shown how quickly consumers' interests, expectations, and purchasing behavior can shift—and with it, an ebb and flow in demand for products and services. Automating your bid strategy, creative optimization, and other workstreams enables you to respond to these changes in real time.
To help you get the most out of your campaigns, we've created a single destination with product guidance and business considerations for adjusting your media strategy. Below is some initial guidance to help you get started.
Get the most out of your budget:
- If you're seeing significant changes in conversion rate, adjust your Smart Bidding targets. In volatile market conditions, Smart Bidding automatically responds by using real-time signals to help you maximize performance.
- Consider a Smart Bidding portfolio bid strategy if goals are similar across campaigns. This makes it easy to maximize performance across multiple campaigns, instead of at the individual campaign level.
Show up with the right message:
- Use responsive search ads and responsive display ads to help your ad creative adjust to shifting consumer behavior.
- Pin critical information to your responsive search ads, for example: changes to business hours or updated shipping times.
- If you're using call ads, consider including the optional "Visit website" link to give your customers more flexibility in how they connect with your business.
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