How to Use Google Ads for Crisis Management and Reputation Repair

1. The Role of Google Ads in Crisis Management
When a crisis occurs, the first thing people do is turn to search engines to learn more about the event or the company involved. This presents a unique opportunity for businesses to control what appears at the top of the search results. Google Ads allows you to strategically place your message in front of those searching for your brand during a crisis.

Real-time Control Over Messaging
Google Ads gives you the ability to quickly craft and deliver messages that reflect your company’s response to the crisis. This is critical, as it allows you to guide the narrative before misinformation or negative content dominates the conversation.

• Instant visibility: Unlike SEO, where results take time, Google Ads can immediately place your message at the top of search results. This ensures that people searching for your brand first encounter your crisis response or positive messaging.
• Ad copy aligned with brand values: Use this space to reassure customers and stakeholders by demonstrating transparency, responsibility, and a commitment to resolving the issue.

Direct Users to Crisis-Specific Pages
Another advantage of using Google Ads in crisis situations is that you can direct users to dedicated landing pages created specifically to address the crisis. These pages can provide in-depth information about the incident, your company’s response, and next steps.

• Crisis management landing pages: Build landing pages that explain the situation clearly, outline actions being taken, and offer a place for customer concerns.
• Interactive elements: Consider adding contact forms, live chat options, or a FAQ section to address immediate queries and concerns from customers.

2. Combatting Negative PR with Google Ads
Even with the best efforts, negative PR can significantly impact your business. Whether it’s bad reviews on Google or negative articles circulating online, a well-executed Google Ads campaign can help offset the damage and shift public perception back in your favor.

Branded Campaigns to Highlight Positive Aspects
When negative press dominates the conversation, a branded Google Ads campaign can help draw attention back to the positive elements of your brand.

• Bid on branded keywords: Focus on bidding for search terms that include your brand name, ensuring that your ad is the first thing people see when they search for your company.
• Positive ad copy: Write ad copy that emphasizes your company’s strengths, highlights good customer reviews, and showcases recent achievements or partnerships. For example, a retailer facing criticism might run ads focusing on their commitment to sustainability or customer service.

Targeting Negative Keywords
One powerful but often underutilized strategy is bidding on negative keywords. If there’s negative press surrounding your brand, people will often search using terms like “[Brand Name] scandal” or “[Brand Name] lawsuit.” By bidding on these negative keywords, you can ensure that when people search for these terms, they see your ad providing a positive spin or directing them to a crisis response page.

• Counter negative content: Use these ads to provide context or clarification that can combat misinformation. For instance, a tech company could run ads addressing product recalls with clear information about solutions or fixes being implemented.

Promote Customer Success Stories and Testimonials
Another tactic is to leverage customer testimonials and success stories in your Google Ads campaigns. This approach allows you to show that, despite negative press, your customers continue to have positive experiences with your products or services.

• Example: A software company facing criticism for a data breach could showcase stories about how they’ve helped businesses achieve success with their tools or highlight positive customer feedback on the security upgrades they’ve implemented post-crisis.

3. Reputation Repair After the Crisis: Rebuilding Trust with Google Ads
Once the immediate crisis has been handled, your focus should shift toward long-term reputation repair. This is where Google Ads can help you restore confidence in your brand and demonstrate that your company is resilient.

Remarketing Campaigns
Google’s remarketing capabilities allow you to re-engage with people who visited your website during the crisis. This is an excellent opportunity to remind them of your positive qualities and update them on changes or improvements made after the crisis.

• Target previous visitors: You can tailor ads to show these users the steps your company has taken to resolve the issue, such as new protocols, product updates, or customer care initiatives.
• Focus on rebuilding relationships: These ads can be personalized to emphasize the value you place on your customers and the improvements made to prevent future crises.

Highlight New Products or Initiatives
Once a crisis has passed, it’s important to show your audience that your business is moving forward. Running Google Ads that promote new products, services, or initiatives can help shift the focus away from the past and demonstrate your company’s resilience and commitment to growth.

• Launch campaigns focused on innovation: Use ads to introduce new services or upgrades, signaling that your company is learning and evolving.
• Positive messaging: Ads should focus on growth, innovation, and improvement, reinforcing that the company has come out stronger on the other side of the crisis.

Leverage Display Ads for Maximum Visibility
Google Display Ads are highly visual, making them an excellent medium for repairing a damaged reputation. These ads appear across a network of websites, helping you reach a wider audience and maintain a presence even beyond search results.

• Use visual storytelling: Incorporate powerful images or videos that convey a message of strength, resilience, or customer success post-crisis. This visual reinforcement can help rebuild trust in your brand.
• Wider reach: Display ads also have the potential to reach people who aren’t actively searching for your brand but might be interested in learning more.

4. Best Practices for Running Google Ads in a Crisis
To maximize the effectiveness of your Google Ads campaigns during a crisis, it’s crucial to follow industry best practices. Here are some key strategies:

Responsive Search Ads
Responsive search ads allow you to create multiple headlines and descriptions, and Google’s machine learning will automatically test different combinations to find the most effective ones.

• Adaptability: These ads automatically adjust based on the user’s search query, ensuring that the most relevant message is shown. This adaptability is essential during a crisis when public sentiment may be rapidly changing.
• Test different angles: Use a variety of headlines and descriptions that reflect different aspects of your crisis response, from accountability to customer satisfaction.

Target the Right Audience
It’s essential to ensure that your Google Ads are shown to the right people. During a crisis, focus on targeting the demographics or geographic areas that are most affected.

• Example: If your crisis is region-specific (such as a local business facing backlash), geo-target your ads to ensure only people in that area see them.
• Adjust demographic targeting: If certain age groups or customer segments are more impacted by the crisis, focus your efforts on them.

Ad Extensions for Additional Information
Using ad extensions is an effective way to provide more information without overloading the ad copy itself. Include sitelinks that direct users to different parts of your website related to the crisis.

• Sitelink extensions: Direct users to your crisis response page, a blog post with an official statement, or product pages that highlight improvements.
• Callout extensions: Use these to highlight quick, reassuring points such as “24/7 customer support” or “safety protocols updated.”

Conclusion
In times of crisis, Google Ads provides a fast and flexible solution for managing your brand’s reputation. With carefully crafted campaigns, you can control the narrative, address public concerns, and ultimately rebuild trust. By using Google Ads as a core part of your crisis management strategy, you can protect your brand’s image and emerge stronger.
Contact us at Monde Digital Agency to learn how our experts can create a tailored Google Ads campaign to restore and strengthen your reputation.