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Paid Media & COVID-19: Efficiently Align Ads with Large-Scale Business Changes
This case study is an example of how a Hanapin client is pivoting strategy as a result of COVID-19. We hope it helps you visualize how you can pivot too, if needed.
Who is the client
Bozzuto is a generationally-owned, independently-operated family business with unique expertise in development, construction, property management and homebuilding.
What was Happening
As a result of COVID-19, Bozzuto needed to quickly and efficiently align ad copy across 200+ property accounts with the new business changes. Instead of encouraging users to “Schedule a Tour,” the ads were changed to “Schedule a Live Virtual Tour. ”
Brainlabs Digital (the company Hanapin just merged with) has a proprietary tech tool called Ad Copy Updater. The tool was used to quickly update ad copy across all campaigns for the client, saving hours of time for the team. *You can also do this with Google Ads Editor, but it is slower and more tedious because it only updates 1 account at a time. We chose to use the tech tool because it was faster. A resource on how to use Google Ads Editor is posted below.
Also implemented quickly
- Decreased budgets by 25% with an automated rule
- Implemented a document to keep track of all changes
How this is helping the business during the crisis
Implementing these changes is helping Bozzuto continue to advertise and drive awareness for the brand, keep budgets realistic, and allow the Hanapin team flexibility to focus on high-impact projects.
Resources to help you