Google Ads has announced $800+ million worth of support for small businesses and for the crisis response to the Covid-19 epidemic. Many organisations, small and large, are considering how they can keep their businesses and the economy ticking over. Google is contributing by funding campaigns for the World Health Organization and government agencies to help local communities.
What about small business?
The largest part of this program is focused on small to medium sized businesses with $340 million of ad credits being distributed to active Google Ads accounts.
$340 million in Google Ads credits available to all SMBs with active accounts over the past year. Credit notifications will appear in their Google Ads accounts and can be used at any point until the end of 2020 across our advertising platforms. We hope it will help to alleviate some of the cost of staying in touch with their customers.
I haven’t seen any credits in the accounts we manage just yet. The news is fresh, but we will be contacting our clients to let them know that perhaps they can push on with advertising in this time.
Some other great tips from Google on advertising during this time
- Consider your context and tone. Make sure that you’re sensitive to how certain words may make your audience feel. Be careful about the double meanings of words like ‘protection’, ‘checkup’, ‘prevention’ or ‘virus’. For international campaigns, be aware of local terms that have been used to reference COVID-19 and regional disruptions.
- Consider if your message is helpful. For example, edit your ads as needed to let customers know if you offer services like delivery or in-store pickup. Review shipping settings and estimated delivery time to ensure that you accurately reflect current capabilities.
- Review assets thoroughly. For example, think about the appropriateness of images and videos that show large gatherings of people or human interaction. Consider the tone of your headlines, descriptions and landing pages.
Should I continue as normal during Covid-19?
A lot of small business owners in Australia are already feeling the pinch, with the hospitality and tourism sectors being absolutely dessimated. Even businesses that are indirectly affected have already started reacting to these new times by reigning in their expenses.
The biggest question is do I keep going, adapt, evolve? Or do I bunker down, admit defeat and have another go some time in the future?
Pixeld has some 250 clients. About half of our business is from Geelong. I have a pretty good guage on how small to medium size business is reacting. Directly affected businesses are doing it tough. There is no solution for many. It’s quite upsetting.
But of the indirectly affected, only a small portion, 2%, seem to reacting in a negative way. i.e. scaling back, basically planning to have reduced or no business.
Bizarrely, a handful of clients are actually scaling up. Increasing activities, adapting to change. Creating new revenue streams. I’m not as confident as some, but even Pixeld filled a new position (welcome Charlotte our Digital Content Strategist who I will introduce better another time) that we had to onboard remotely. We’re concerned for the future, but we’re definitely not planning to slow down.
Don’t just listen to the media
I was listening to a podcast this week (I can’t remember which one, apologies for the lack of credit) and there was a great story about an old bloke in New York that had the best hot dog stand in the city. His reputation and his business was thriving. He didn’t read the news much, he just worked hard and made a pretty good living.
On a typical busy day at the hot dog stand, his son came by and said to him “haven’t you seen the news? The economy is crashing. Businesses are going bust. Aren’t you scared?”. He showed him the day’s newspaper. Shocked, he stopped buying any more stock for his hot dog stand, sold what he could at a discount, and closed the stand, bracing for the worst.
Weeks later with no income, he agreed with his son “you were right, my business has gone bust”. He had run himself out of business…
I don’t mean to be insensitive to those that are truly doing it tough right now. But for the fortunate, don’t give in too easy. When this crisis is over, Pixeld will already be running at full speed.