PPC - Pay Per Click Management

The last PPC campaign I analysed in the ‘Analyse A Real PPC Campaign’ was from Thorpe Park, who had a generally great campaign in general since they had used the time of year it was in the UK (Autumn) to entice web users into coming back to Thorpe Park for a short break.

The technological market is always a saturated market online: especially for things such as cables and accessories. Therefore, it should be a good market to look into to see the type of PPC campaign that appears. Therefore, without further ado, here is an analysis of a PPC campaign by Cables UK.

To view Cables UK’s PPC search advert, I had to type into Google search UK, ‘buy hdmi cable’:

Straight away, it is interesting that Cables UK are the only PPC advert showing for such a high demand search phrase. A potential reason for this is the fact that Google Shopping Sponsored results appear above the search advert, which provide an image and price to the HDMI cables you could buy. For web users wanting to buy such a cable, price is going to be the biggest factor which will affect their decision as to where they are going to buy the cable from. With this in mind, it can be seen, to some extent, that a PPC campaign may not be the best thing to target such a search phrase.

Looking at the advert, it tries to address the price by claiming the cables have huge discounts as well as including prices to different cables in the site link extension – without the site link extension, this search advert would really struggle to get clicks. Putting this aside, I like the fact the URL of Cables UK is mentioned in the title to promote the brand and the advert, on the whole, is packed full of the keyword ‘HDMI’ and ‘cable’.

After clicking on the above advert, I came to the following landing page:

On the whole, this is a good landing page. As the web user, all I searched for was to buy a HDMI cable: not what length or type of quality a HDMI cable. Cables UK knows this which is why they have gone for such a click through landing page – the next click by the web user on this page will direct them to the specific type of HDMI cable they want to buy.

Another great feature of this landing page are the numerous enticements Cables UK have on this page, in prime locations, to draw attention to the fact that they have free next day delivery and 70% off cables. They know that the target market looking to buy HDMI cables are very price sensitive. Therefore, they have done everything in their power to address that their cables are cheap. Couple this alongside a great lead capture to find the right HDMI cable for the web user (to the left hand side of the landing page), and, overall, this is a great example of a landing page.