For those of us running paid traffic campaigns and/or manage a team. Now I usually don't write these TL;DR style long-ass posts but I feel this question needs it. I'm hearing this question a lot from clients due to the current covid-19 issue: Should we pause our campaigns? So as many of you already know almost every industry in states is now in a state of frozen. While few industries like food, utilities, core healthcare, etc are active or even growing all others such as travel, hospitality, restaurants, gyms, events, residential real estate, etc have come to a virtual stop. Right now things we “need or think we need” are in higher than usual demand and things we “want in some shape or form” are basically on hold. And almost 80-90% of total online/offline transactions are really just “wants”. I feel these effects are most likely temporary but there is also a strong chance we will be in this state for up to at least 2-6 months if not more. Now I don’t know your unique situation but you may get a campaign pause request from your client or even make the recommendation yourself. Now from a technical perspective, it should be totally ok to pause campaigns for now until we know more. We can always make a few minor adjustments and get a similar pre-pause campaign state depending on how rapid/strong the recovery period will be. Now I know this will be hard on almost everyone since most of us can’t invoice clients for management when the campaigns are stopped. But this is why this “is a hard time”. And the hard truth is many people will suffer (to various degrees) in the next few weeks or even possibly months. However, this doesn’t mean YOU are on pause as well. You can take this time to take care of yourself and everyone + everything you care about. You can also take to upgrade your skills. You can take this time to read the books you never had time for. You can take this time to [fill in the blank yourself]. You can also take this time to find things that add value to your clients and present it to them when things bounce back. For example, if you are a full-service agency and just run Facebook or Google ads for your client, right now you can do a complete SEO audit and draft an action plan to help your client’s website get more organic traffic. You can present this plan to your client when things bounce back and maybe recoup some of the lost revenue during this time. This is just one of many ideas you can think up for adding value to your clients. Meanwhile please stay safe and strong. We CAN and WILL get through this together. So what creative ideas do you have for your clients?
☰