Analysing A Real PPC Campaign – Apple iPod 19 Sep 2012
Sometimes, the best thing to do in PPC is to analyse your competitors or other general advertisers and see how they are using PPC to make them money. Around a week ago, I analysed Halifax who were the highest advert placed on Google search results from searching for the keywords ‘bank loans’. This time now, I will be analysing the first advert that appears when I search for ‘iPod’. No surprise then that the highest advert is Apple…
Apple’s advert when searching for ‘iPod’ looks something like this:
What Can We Learn?
Apple’s PPC campaign can tell alot of advertisers about what they can do to their PPC campaign. Apple are giants in the electronics market. From this, it is clear that their PPC campaign has been well thought out to deliver the best results:
- They are the highest bidders for their own brands. This is important because if other competitors outbid them, it can led to companies such as Samsung pinching sales from Apple. Always be the highest bidder for your own brand.
- Apple have not created a separate landing page for their PPC campaign. Instead, they just want to get people onto the Apple website: in the iPod section. From this, the internal links should let web users explore other intuitive products Apple has to offer. You don’t have to create a new landing page if exisiting pages can work just as well.
- Apple’s description is very short and to the point, ‘Pre-order today, direct from Apple’. They have taking into consideration that web users don’t like reading much and have a very short attention span. When you create your description, don’t make it too long because people will get bored of reading it and loose interest.
- Apple have given the iPod Touch the most amount of ‘floorspace’ on the iPod homepage to advertise because they are the most expensive. Try to advertise the product with the best profit margin the most. This can help lead to increases in profit if web users are resorting to buy products with bigger profit margins than they were going to buy before.