During these uncertain times where many daily routines and activities have come to a sudden stop, businesses have had to adapt in ways that were not before considered. As a whole in the UK, most non-essential businesses are closed or reduced to an extremely minimal function.
Due to this, many aspects of businesses have experienced downward trends. Reductions have had to be made and one element that falls into this category is Marketing.
Advertisement and Marketing can be a prominent portion of business overheads and whilst the business is closed and experiencing a reduction in income, it may be one of the first items considered to place on pause. So the question is…
Before placing a blanket stop on all your marketing it is worthwhile to consider the long-term effects of what you’re deciding to stop. Throughout the year you’ll be analysing report statistics to see what is working and what’s not – If something isn’t working then you adapt.
It is the same in the current situation, it’s important to consider what is changing in this new climate and working the campaigns around what the patients are looking for (and allowed to do!). Let’s take a look at some statistics for the Health & Medical industry:
(Source: Average of 15,759 WordStream US PPC Campaigns)
Although it is US data the trends and behaviour still applies and gives indication of the UK market. From this pool of data we can see a clear increase across the board when it comes to these KPIs (Key Performance Indicators). You may ask why this is?
Analysing and understanding the data is important all year round but what’s more important is knowing when to adapt your advertising based on certain events and attitudes. During this current pandemic it’s advisable to have a strategy planned out from now until exiting the tunnel at the end.
If you are unsure what steps to take for your Google Ads campaign then feel free to get in touch by giving us a call on 01202 677 277. We’re using our resources to help dental practices through these difficult times with the whole team working as usual.