Google is currently rolling out an Ads credit equivalent to $1,000 to accounts for small to medium sized businesses to be used by the end of the calendar year. As a business looking to combat some of the effects COVID-19 may have had on your revenue, you may be trying to figure out the best way to spend your credit to maximize the impact on your campaigns. When it comes time to use this credit, ask yourself the following questions:
What’s the most efficient way to use my credit?
Look at where your ads have been performing best over the last three months. All of the changes to your business may have required you to change your focus or where you are allocating valuable resources. Spending the extra funds on targeting your current highest-performing locations can help refocus resources on your previous targeted areas. This is also an ideal time to look at your ad copy as well as the products and services being advertised in order to realign your focus.
Do you have new or seasonal offerings?
This question involves you looking at where your ads have previously performed the best. If you have campaigns with high ROI and a lower cost per conversion but with a limited budget, you can use the new credit to boost their performance. New services including delivery or curbside pickup are also great targets for your increased ad spend, especially if you plan on continuing them after your business resumes normal operations. An additional area to consider: remarketing ads targeting potential customers who have seen your business on search and have visited your website, but have not converted through a phone call, order or contact form yet.
Should you use your credit on just search ads or cross-platform?
By looking at your data across search and display ads, you’ll be able to see what has historically performed well against what has been performing over the last two to three months. Consider using your credit in the areas where you have experienced the highest margins between spend and revenue and where you are more likely to convert users into customers between leads and sales. Making sure your ad credit is working towards helping your business grow is critical, and you may need to spread it across display and search ads for the best results.