💡 An Introduction to Challenges and Opportunities in Crisis
# Well, you know, when it comes to online advertising, especially during a crisis, many might think it’s time to put it aside. But the truth is something else entirely, quite the opposite. In moments when the market suddenly collapses, whether economically, in public health, or anything else, consumer behavior changes its course like a raging river. Those old habits, those usual purchases, suddenly turn into a new need or even a strange reluctance.
This is where many businesses panic, and the first thing they do is cut their advertising budget. Don’t get me wrong, it’s a natural reaction, a survival instinct, but it often turns out to be a big mistake. Why? Because these very moments are where unique opportunities reveal themselves. Competitors are reducing their budgets, so advertising costs, especially on platforms like Google Ads, can decrease. This means that with the same budget, perhaps even less, you can achieve greater visibility. It’s like the traffic suddenly clearing on a busy road, allowing you to move faster.
The important thing is how we seize this opportunity. How do we manage a Google Ads campaign in such a way that it not only survives the crisis but even becomes stronger? The issue isn’t just about survival; it’s about how to act intelligently. We must be able to observe changes with an open mind, see what people want and don’t want, and deliver our message exactly as they need it. This is where the role of a specialized digital marketing consultant, like the Rasawweb Afarin team, becomes prominent; someone who can show you how this ship can navigate the storm. Let’s remember, crises don’t last forever, but the effects of our decisions during a crisis can stay with us for a long time.
🔎 Current Situation Analysis and Audience Understanding
Well, the first step for any move, especially in an unstable situation, is to understand exactly where we stand. Just like a ship captain who thoroughly checks the weather and route before any voyage. During a crisis, customer behavior undergoes fundamental changes. What was a priority for them yesterday might not be important at all today, or even vice versa, they might develop a new and urgent need. Here, it’s not about guesswork; we need to go to the data.
First and foremost, a thorough review of our audience persona is necessary. The understanding we had of our ideal customer might no longer be relevant. Has their financial situation changed? Do they have new fears and concerns? Has their lifestyle changed, and as a result, have their purchasing patterns also shifted? We need to look at our website analytics tools, see what keywords they search for most, which pages they spend more time on, and which pages they leave sooner. These are all valuable clues.
Surveys and direct customer feedback can be very helpful during this period. Perhaps a product or service that was previously considered a luxury has now become a necessity due to new circumstances. Or conversely, yesterday’s essential product might no longer have buyers today. For example, during the pandemic, demand for masks and disinfectants skyrocketed, while restaurants and entertainment venues faced a significant drop in customers.
The Rasawweb Afarin internet marketing teams know how effective these analyses are in making decisions for a Google Ads campaign. We need to be able to understand the customer’s new pain point and how our product or service can be a solution for it. This means flexibility, listening closely to the market’s pulse, and being ready to change strategy in a split second.
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💰 Budget Review and Bidding Strategy
Budgeting during a crisis is somewhat like walking on a razor’s edge. On one hand, economic pressure and reduced revenues might push us towards cutting costs. On the other hand, completely stopping advertising can lead to disappearing entirely from the competitive market. So, what’s the solution? Intelligent review!
The first step is to focus on ROI (Return on Investment). Every cent spent must be accounted for and yield the highest possible return. In normal times, one might take some risks and invest in broader keywords or new markets. But in a crisis, the situation is different. We must target those keywords that have high purchase intent, those where the potential customer is actively looking for our product.
Regarding the Bidding Strategy, we shouldn’t be stubborn here either. If we previously used “Maximize Conversions” strategies, now might be the time to approach them with more caution or even consider a Target CPA (Cost Per Acquisition). This means precisely determining how much we are willing to spend for each new customer. Google Ads automation can truly be a savior in this area, as it can automatically adjust bids based on your data and goals using artificial intelligence. But even with automation, close monitoring is necessary. We need to see if our Google Ads campaign is truly yielding results at the cost we desire.
Sometimes, switching the payment model to CPM (Cost Per Mille) for brand awareness campaigns can be beneficial under specific conditions. Or, for particular products, opting for Enhanced CPC to let Google optimize bids itself.
Remember, budget reduction should not mean reduced quality or complete elimination. It means spending smarter. The Rasawweb Afarin team, with experience managing various campaigns under different conditions, can tell you exactly which bidding strategy is most suitable for your budget and goals during this period.
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| Bidding Strategy | Description | Application in Crisis |
|---|---|---|
| Maximize Conversions | The system aims to achieve the most conversions with your budget. | Good, if sufficient conversion data exists and ROI is a priority. |
| Target CPA | Attempts to reach a specific average cost per conversion. | Very suitable, for precise cost and ROI control. |
| Maximize Conversion Value | The system aims to achieve the most value from conversions. | Useful for businesses with varying conversion values. |
| Manual CPC | Manually setting bids for each click. | High risk, requires very close monitoring. |
✍️ Keyword and Ad Content Optimization
Well, after we’ve sorted out the budget situation, it’s time for the most important part of any Google Ads campaign: the words customers use to find us and the text that encourages them to click on our ad. During a crisis, this part of the job becomes truly vital. Why? Because, as we said, people’s search behavior changes. Words that worked well before might not be as effective now.
First and foremost, a thorough review of keywords is necessary. Use Google’s keyword research tools. See what new things people are searching for. Has “home delivery” or “secure online shopping” or “online consultation” become a trend? These new keywords can be golden opportunities. Also, don’t forget negative keywords. If you have a product or service that has no demand during this period, it’s better to prevent your ad from showing for those searches so your budget isn’t wasted.
Then we get to the ad content. This is where empathy and emotional intelligence come into play. People are more sensitive during a crisis. Ads that focus only on sales or profit might have the opposite effect. You need to write your message in a way that shows you understand their concerns and are offering them a solution. Instead of “Buy now!”, say “Stay safe with us” or “Our solutions in your home”. If your services help other businesses in a crisis, focus on mutual support and growth. For example, Rasawweb Afarin, in these circumstances, offers optimization consulting and product marketing campaigns with a crisis-oriented approach.
Make the most of Ad Extensions. Phone numbers, site links, callouts to highlight new benefits, all can help attract clicks and improve ad quality. Your message should be honest, helpful, and reassuring. This way, you not only maintain sales but also gain customer trust during these difficult times.
⚙️ Utilizing Advanced Google Ads Features
Honestly, during a crisis, there’s no time for trial and error or relying on old methods. Google Ads is full of advanced features that many might not use under normal circumstances, but in a crisis, they act like a savior. We need to have a better understanding of these tools and be able to use them to optimize our Google Ads campaign to its fullest potential.
One such feature is advanced Audience Targeting. Instead of just focusing on keywords, we can target audiences who have a higher likelihood of purchasing based on their interests, behavior, and even life events. For example, if you know certain businesses need help during this period, you can target them using Customer Match lists or Similar Audiences. This way, your message reaches exactly those who need it.
Then we move on to Remarketing. This might be even more important than before in a crisis. Those who have previously visited your site, added a product to their cart but didn’t complete the purchase, or interacted with your content – these are warm audiences. In a crisis, they might just need a gentle reminder or a special offer to finalize their purchase. Targeting these individuals with Display Ads or even YouTube Ads (VOD) can be very effective.
Dynamic Search Ads (DSA) are also an excellent tool. If you have many products and customer searches are constantly changing, DSA can automatically generate and display ads based on your website content. This means you don’t miss any new search opportunities, even if you couldn’t plan for that specific keyword. Rasawweb Afarin, with deep experience in these areas, can help you implement these features in your advertising campaigns in the best possible way.
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🤖 The Role of Automation and AI in Campaign Management
Well, so far we’ve talked about challenges, budget, keywords, and ad content. But let’s be realistic, managing all of this manually during a crisis is somewhat impossible and exhausting. This is where automation and artificial intelligence come into play. In situations where every minute counts, these tools can be lifesavers.
Google Ads itself has a lot of built-in automation capabilities. Like Smart Bidding, which we mentioned earlier. These tools, using machine learning and analyzing countless data points, can adjust bids to ensure you get the most return for the lowest cost. This means you no longer have to spend hours in front of the system changing bids one by one. The system learns and optimizes itself.
Another fantastic feature is Automated Rules. You can define rules that, if certain conditions occur, Google Ads will automatically perform an action. For example, if a Google Ads campaign’s daily budget is running out, it can temporarily pause it, or if the cost per click (CPC) goes above a certain limit, it can reduce the bid. These allow you to have your campaigns under control 24/7, even when you’re asleep.
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Recently, Performance Max has also been making waves. This is a new campaign type that, with the help of AI, can optimize your ads across all Google channels (Search, Display, YouTube, Gmail, and Discovery) to achieve the best results. In a crisis, where customers might use different channels to find you, Performance Max can truly be a game-changer.
Remember, automation doesn’t mean sitting idle; it means focusing on bigger strategies and allowing AI to handle repetitive, data-driven tasks. The Rasawweb Afarin team, with expertise in artificial intelligence and automation, can provide the best intelligent solutions for managing your advertising campaigns during this period.
📊 Continuous Performance Measurement and Analysis
Well, so far we’ve done a lot, made many changes, and implemented new strategies in our Google Ads campaign. Now what? Should we just sit back and wait for a miracle? Definitely not! In a crisis, continuous measurement and precise performance analysis are more essential than daily bread. Things change very quickly, and if we’re not careful, we might suddenly realize we’re throwing our money away.
What metrics should we carefully examine? Well, first of all, Cost Per Click (CPC) and Cost Per Acquisition (CPA). These are vital indicators that show how much we are spending to acquire each customer. If CPA is increasing but the quality of conversions is low, we need to react quickly. We also need to track the Conversion Rate. Are the changes we made actually leading to more conversions or not?
Then we get to the Click-Through Rate (CTR) and Quality Score. A high CTR indicates how attractive our ads are to the audience, and the Quality Score directly impacts our cost per click. If these have decreased, it means we need to go back to our keywords and ad content and optimize them again.
Don’t forget A/B testing. In this period, there’s no room for guesswork. For ad headlines, descriptions, landing pages, and even bidding strategies, you should test different versions to see which performs better. This helps you make decisions based on real data, not intuition or emotions.
You should know Google Ads and Google Analytics reporting tools like the back of your hand. The Rasawweb Afarin team, in the field of optimization consulting and data analysis, can be a strong arm for you to translate these reports into simple, understandable language and help you make timely and correct decisions. After all, in a crisis, every wrong decision can be very costly.
| Metric | Importance in Crisis | Suggested Action |
|---|---|---|
| Cost Per Acquisition (CPA) | Very critical, indicates budget efficiency. | Change bidding strategy, optimize keywords. |
| Conversion Rate | Indicator of overall Google Ads campaign effectiveness. | Optimize landing page, improve ad message. |
| Click-Through Rate (CTR) | Indicates ad attractiveness. | Change ad title and description, use extensions. |
| Quality Score | Direct impact on cost and ad position. | Improve the relevance of keywords, ad, and landing page. |
📍 Focus on Local Advertising and GEO SEO
Sometimes, in the midst of major crises, local opportunities reveal themselves. You know, when the global or even national market faces problems, people look more for solutions close to them. This is where focusing on local advertising and GEO SEO can be extremely effective. It’s like using a small but fruitful treasure map.
For businesses with a physical presence or whose services are provided in a specific area, Google My Business is no longer just a tool; it’s a vital necessity. Your information must be completely accurate and up-to-date: business hours, phone number, address, and even changes that might have occurred in your service. People in a crisis are looking for precise and immediate information, and if you don’t provide it, they’ll go to a competitor.
In your Google Ads campaign, be sure to use Geotargeting. Precisely target those specific areas or even geographical radii where you provide your services. If you are a local store, target an area where people can easily access you or use your home delivery services. If you are an online service provider, you can focus on cities that have a less critical situation or have more growth potential during the current period.
Don’t forget local keywords. “Plumbing in [city name]” or “Homemade food [neighborhood name]” can be even more valuable than general keywords during this time. This is a win-win strategy: you waste less money on irrelevant clicks and, in return, reach customers who truly need your services and are ready to buy.
Rasawweb Afarin, with a focus on SEO optimization and local marketing, can help you strengthen your position in local searches and gain more loyal customers during this challenging period. After all, people trust businesses more that are there for them in tough times.
📈 Long-Term Strategies for a Stronger Comeback
When we talk about crisis, many people only think about the short-term and immediate rescue. But an experienced business manager knows that crises don’t last forever, and after every storm, the sun eventually rises again. So, as much as we pay attention to today and tomorrow, we must also look towards the future and plan for a stronger comeback.
One of the most important tasks is building and strengthening brand loyalty during this period. If, during a crisis, you could empathize with your customers, help them, and provide real solutions, this will create a deeper and more lasting bond between you and them. This loyalty is an investment that will show its worth many times over after the crisis. So, in addition to sales, invest in customer relationships; through content marketing, social media management, and even push notifications with valuable messages.
After that, diversifying marketing channels. If until now you’ve only focused on Google Ads campaigns, perhaps it’s time to think about other channels as well. SEO marketing, social media advertising (like Instagram and Telegram), advertorials, and content marketing can all be strong foundations for the post-crisis period. These channels, even if they don’t immediately convert to sales, contribute to increasing brand awareness and Lead Generation in the long run.
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Collecting data during this period is crucial. Every event that happens in a crisis, every change in customer behavior, all of it is valuable data that needs to be analyzed and used for future strategies. This data will help you make better decisions after the crisis, with a clearer understanding of the market.
Rasawweb Afarin, as a growth engine consultant and expert in 360 campaigns, can assist you in designing these long-term strategies. Being prepared for a better tomorrow, even when the weather is stormy, is the art of a successful business.
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🤝 Collaborating with Experts: Why Rasawweb Afarin is the Best Choice?
Well, so far we’ve talked a lot about the complexities of managing a Google Ads campaign during a crisis. From market analysis to budget optimization, keyword selection, empathetic content design, using automation, and a long-term outlook on the future. Honestly, all these tasks require experience, deep knowledge, and continuous up-to-dateness with algorithms and market changes. It’s somewhat like entrusting a ship to an inexperienced captain during a fierce storm.
Many businesses, especially during a crisis, might want to do all these tasks themselves to, for example, save on costs. But the truth is that this “saving” often leads to wasted time, energy, and ultimately more money. Why? Because to succeed in this field, you need a team whose full-time job is just this, to know the pulse of the digital market, work with advanced tools, and have experience facing various situations.
Rasawweb Afarin is precisely the team that can be by your side in these circumstances. We not only specialize in Google Ads campaigns, but we also offer extensive services in all areas of digital marketing, from content marketing and SEO and website optimization to website and application design and social media management. This means a 360-degree approach to your marketing, which becomes doubly important during a crisis.
With infrastructure consulting, brand visual identity, and even AI agent development and automation, we help you not only navigate the crisis but emerge stronger from it. So, if you’re looking for a reliable and expert partner to manage your Google Ads campaigns in the best possible way during a crisis and increase your online sales, Rasawweb Afarin is the best choice. Let our experience guide you on this challenging path.
| Question | Answer |
|---|---|
| Should the Google Ads campaign budget be reduced during a crisis? | Smart and targeted budget reduction, not its complete elimination, is recommended. Focusing on keywords with high purchase intent and optimizing ROI is crucial. |
| How to optimize keywords during a crisis? | You should identify and use new keywords that reflect current customer needs (e.g., “free shipping”, “online consultation”) through renewed research. Also, update negative keywords. |
| What characteristics should ad content have during a crisis? | It should be empathetic, reassuring, and solution-oriented. Instead of focusing solely on sales, emphasize helping customers and understanding their concerns. |
| What is the role of automation in Google Ads campaign management? | Google Ads AI and automation tools (such as Smart Bidding and Automated Rules) can help optimize bids, control budget, and save time. |
| Why is focusing on GEO SEO and local advertising important? | In a crisis, many customers look for local and nearby solutions. Precise geographical targeting and Google My Business optimization can be very effective. |
| How can we increase the Return on Investment (ROI) of a campaign? | By focusing on high-intent keywords, using conversion-based bidding strategies, optimizing landing pages, and removing irrelevant keywords, ROI can be improved. |
| Is A/B testing important during a crisis? | Yes, it is very important. Given the rapid change in customer behavior, continuous testing of different ad versions and landing pages is essential to find the most effective approach. |
| How can we prepare for the post-crisis period? | By strengthening brand loyalty, diversifying marketing channels (SEO, social media), and collecting and analyzing data for future decisions. |
| How can Rasawweb Afarin help during this period? | Rasawweb Afarin, with expertise in internet marketing, SEO, Google Ads campaign management, and artificial intelligence, can manage your business through the crisis and guide it towards sustainable growth with effective strategies. |
| What is the most important mistake to avoid during a crisis? | Completely cutting the advertising budget and failing to update strategies based on market changes. This can lead to brand oblivion and loss of market share. |
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