As the world grapples to contain and bounce back from the COVID-19 pandemic, businesses are beginning to reopen, and we’re seeing signs of a rebound in online advertising. For digital marketing agencies, this likely means that your clients—who may have significantly reduced spend in their accounts or paused their campaigns entirely—should begin to think about ramping back up.

Knowing how to ramp up that Google Ads account is the first step. For agencies, however, the know-how is only half the battle. Clients are understandably shaken by the economic impact of COVID-19, and the instinct to tighten purse strings on their advertising budgets is natural. So, communication around the reasons (and opportunities) for reactivating ads when the time is right is both a sensitive subject and incredibly important to your relationship.

So whether you’re looking for guidance for challenging client conversations or a place to start with your entire portfolio, we’re here to help. Here are the five fundamental, data-backed talking points that we’ve found to be effective when guiding our own clients through COVID-19. 

1. Review paid search conversions data

This point is quick, but it’s important because it’s a good reason to start having these conversations with your clients now. The drop-off in overall keyword searches and conversion rates in late March and early April was dramatic, but so was the rebound in late April. In fact, by the second half of the…

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