Google Ads in times of crisis – how do you deal with it?

Google Ads in times of crisis – how do you deal with it?

Google Ads in times of crisis – how do you deal with it?

Guest blog by Marijn Quartel van Signable

The Corona time has had a major impact on many organizations. Where some companies come to a complete standstill, other industries see enormous growth. For example, think of Zoom which 378% had more users compared to last year, but also think of the providers of electronic signatures which have also grown significantly.


Signable is one of these e-signature providers and in the last few weeks they have seen more than 100% growth in the number of trial subscriptions for their service in Google Ads.

Now the question is, advertising during a time of crisis, how do you approach this? Everyone hates people and companies that take advantage of a situation like this in an aggressive way. Take Rumag as an example which
Lubach sharp to the jaw was stated. But of course you also have the companies that offer a product that helps other organizations very well. 

In this article I will take you through the advertisements that we have placed as Signable and how we have worked during this time.


  1. Clear rules in the team about the advertising style
    A subject like Corona can be sensitive and you do not want to be labeled as a profiteer. If you want to play it safe, you can choose not to call the situation by its name, but to promote the benefits of your product.  

Take this ad from Microsoft Teams as an example. This came up with the search "work from home" and only mentions the benefits of Microsoft teams that are currently applicable. “Call from anywhere” & “Host meetings” are good examples of this.
We have run similar campaigns where we have highlighted the benefits of electronic signatures such as “send contracts from anywhere” and “keep business going”.

  1. Create a new campaign in your Google Ads account

Why? Because after a certain amount of time you may want to turn off the campaign. This campaign is now super relevant and that is where the success will lie. Over time you will see that the clicks decrease and that the conversions also slow down or even drop out.
In addition, it is important that your other campaigns continue as usual. For example, if you create a new ad group in an already existing campaign, you will see that the new ad group may already take the budget or that the other campaign will perform less well.

With this new campaign, make sure you set the bid strategy to “Maximum Clicks”. With this you will get the fastest results and you will get the most information.

  1. Set your keywords
    We are now going to play with keywords. How do you find the right keywords for your ad? A lot of blogs have been written about this already, but my personal tactic for this kind of campaign is to look at Google trends. You start by coming up with 7 to 10 keywords that your customers are currently searching for. You can choose these keywords by feel, but also take a look at your search console and the current advertisements that you have been found on in recent days.

In Google trends you enter the keywords and see if there is a trend. Then you choose the three you have the most confidence in based on the collected data and put them in your campaign as Broad, [Exact] and “Phrase” keywords. This allows you to grab all possible variants of your keyword and you immediately know whether Google Ads also thinks there is enough enthusiasm for it. If you have found the three keywords, you will eventually have 9 different search keywords in your Google account.

  1. Create the right ads

When creating the ads, it is recommended to create at least 1 text ad and 1 responsive ad. Ideally, you would like to add an extra text ad, so that Google has enough to do to test. In these Ads you want the most {keyword} which make your ad even more relevant. This option ensures that the search query that someone is looking for ends up in your ad.
couple; For you, I'm looking for “Work from home software” and the ad has “the best {keyword}, then I will see "The best Home Work Software" in Google.

PAY ATTENTION! When creating your ad, pay particular attention to the ad style you chose in step 1 and stick to it. 

  1. Refine, refine, refine

You now let the ad run and every day you look at "search terms" here you can see exactly what people have searched. Did keywords come up that you didn't have? Add them if they are relevant. If you are found on searches that are not relevant, use them as a negative keyword. Over time, your ad will become more targeted and Google will understand more and more where the ad belongs. 

Do you notice that your ads are starting to run well and that you are getting more conversions? Great, now convert your bidding strategy into maximum conversions or Target CPA if you are comfortable with this.

With these steps you are already well on your way with a strategy for your campaigns during times of crisis. Do you want more tips about Google Ads? Read also this article about optimizing Google Ads!

guest blog

Guest blogs are written by guest authors: students, specialists and committed marketing employees with a smooth pen. Guest contributions are very welcome at Bloeise, because they often take a fresh look at existing topics that we have sometimes written too much about.
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1 Reactie
  • Lisette Gerritson says:

    Thanks for a short and powerful explanation. It's definitely worth a try.

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