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Ad Copy During COVID-19

November 12, 2021
May 1, 2023

Ad Copy During COVID-19

Red Shark Digital

When it comes to the COVID-19 outbreak, nothing is more important than the messaging you are putting out from your brand! Especially when it comes to paid advertising copy, it is always helpful to enlist the help of a marketing firm in Greenville NC. Don’t stress though, we are here to offer a few tidbits to help you optimize and relate to your audience via paid advertising. Keep reading to learn more about how to make the best of this sticky situation and have the best paid copy during this time!

Data-Informed Messaging

Using data to find opportunities to still grow your business and to assist others in need is the key takeaway as to what you should be offering your customers during this time.

To do this, you can utilize Google Trends on a more consistent basis to point out shifts or increases in search interests. From there, we recommend analyzing search term data to inform you of newly peaked interests that have surfaced together with COVID-19 and can help you target your ad copy appropriately.

Invest Within the Upper-Funnel

Moving toward upper-funnel conversion optimization while building remarketing lists of individuals researching during COVID-19 is one of the many pillars of PPC success during this time. After doing so,  you’ll then be able to stay top-of-mind when consumers are more inclined to shop.

Also, we are advising clients to specialize in thoughtful leadership content (including live streaming if applicable) and to shift tactics and messaging to specialize in brand and mission awareness. There are many ways you can do this depending on what vertical you operate in! If you need help crafting this brand-centric messaging, reach out to us and we can help!

This means shifting your messaging to specialize in your business’ mission. In some industries, consumers are more hesitant to require action due to all of the financial uncertainty, but focusing advertising messaging around your brand and the way your brand can offer assistance will pay off within the future.

Assure and Empathize with Customers

If there’s one thing this crisis has shown, it’s the ingenuity of companies to rethink entire processes and business models. Make sure your ad copy reflects how your company is responding to the current new normal.

Clearly communicate empathy for your customers’ current situation. Reference the power to use products or services with messaging like “Stuck at home?” or “Learn X at home."

Highlighting “Free shipping” or “Hassle-free delivery” sorts of benefits are also a no brainer- as long you'll be able to live up to the promise. Be sure to “review shipping settings and estimated delivery time to make sure you accurately reflect current capabilities,” Google Ads noted in a checklist of campaign considerations during COVID-19.

With most uncertainty in the world without delay, people are trying to find some source of consistency and certainty, whether it’s guaranteed ship dates or free downloads, it is in your brand’s best interest to try and assure consumers during this time.


Now that you have the tips and tricks of the trade, it is time to revamp your PPC messaging! If you take anything away from this blog it’s this: Be empathetic while spreading data and information that connects with your brand’s mission. If you need any help with this, contact the experts at Red Shark Digital for help!

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