PPC Advertising – What You Need to Avoid During COVID-19

Ever since the COVID-19 pandemic began, the effects took a significant toll on all kinds of businesses and establishments. Even the advertising industry felt the changes in just a short amount of time. Fast forward to several months later, countries are still unsure when things will go back to normal.

Now more than ever, the need for online marketing is in demand. If your business was seriously affected by the Coronavirus, it’s about time you consider using a marketing strategy like pay-per-click advertising (PPC) to help you reclaim your position.

Since people spend a lot of their time online, you should take advantage of putting up campaigns on search engine pages. In order to assure its efficiency, however, then you should also know what not to do with your PPC ads. Keep reading below if you want to find out what to avoid when it comes to PPC advertising in Toronto.

Don’t Forget to Stick to a Budget

The future still looks unclear to most businesses and individuals trying to maintain what they have. During this time, you need to reassess your budget and come up with realistic figures to support your business. It would help if you focused on examining your previous spendings and current income.

Besides that, the factors that will affect your decision include the type of industry you belong to, the kinds of products or services you’re offering, your primary objectives, and what you think will provide you with the most profit.

After you figure out the terms, you can move on to choosing the right campaigns, ad groups, and keywords necessary to uplift your brand during these trying times. Aside from that, you will witness even better results if you rely on a marketing agency that offers affordable, yet quality solutions.

Don’t Force Your Business to Aim for Unrealistic Goals

Since the beginning of the year, people have created resolutions for themselves and their businesses. But because of the pandemic, a lot of dreams were put on hold or completely crushed. As you continue to accept the situation, your goals also need to go through changes.

Relying on PPC advertising is an excellent solution to improve your brand awareness. It can help your business increase your leads or produce more sales. Within a short timeframe, it’s essential to pick a specific goal to focus on so you can do your research and provide content catering to your priorities.

If you’re unsure about your objectives, a digital agency can help guide you through the process and give you expert advice on what will work for your company. They can help you narrow down your objectives, whether you decide to follow short-term or long-term goals.

Don’t Forget to Check Your Keywords Regularly

Part of handling PPC advertising ensures you check on your search terms daily so you can come up with a list of negative keywords that your campaigns have successfully appeared on. These keywords allow you to control who sees your ads by basing it on what consumers look for.

Negative keywords are offered by most search engine advertising platforms, like Google AdWords. It will allow you to limit unnecessary clicks and improve click-through rates, based on how relevant it is to people who use the keywords on search results.

Besides that, since you’re sticking to a budget, expect not to waste your money on keywords that won’t benefit your business. All you have to do is filter out who can see your ad and focus on your target audience.

Don’t Limit Your Ads to New Consumers

If you think you’re only supposed to show your PPC ads to new customers, then you’re underutilizing your marketing. You should also consider people who also came across your website in the past month. While they seemed uninterested in your business before, you can still turn things around since they’re already familiar with your brand.

For those who didn’t end up buying your products or services yet still took the time to browse through your website, you can get back to them to check if they’re still interested. You can make use of responsive ads to give returning visitors another chance.

When you’re on a PPC budget, responsive display ad campaigns are efficient and affordable. So you can extend your scope and adjust your ad filters and website placements. Since you can keep track of your analytics, you will know if it’s working for your brand.


PPC advertising is an online marketing tool you can rely on to help your business earn customers and regain your revenue. As long as you don’t forget to maintain a budget, follow realistic goals, check your negative keywords often, and use responsive ads to website visitors, PPC can be an effective strategy for your brand that will help you while the pandemic rages on.

Are you looking for PPC advertising services in Toronto to help your business get back up during this unfortunate crisis? Analytics Beyond is a digital marketing company that is dedicated to providing website development, SEO, and PPC solutions to all kinds of businesses. Get in touch with us for more information!


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