PPC - Pay Per Click Management

The last PPC campaign I analysed in the ‘Analyse A Real PPC Campaign’ series was from Crocus, who had both a very good PPC search advert and landing page to attract web users to buying flowers and plants from their website.

One of the most anticipated piece of technology for 2017 has to be the Nintendo Switch, which has, pretty much, been sold out since it launched at the early start of the year. It would be interesting to see the campaigns that appear for such a high demand games console. For this reason, here is an analysis of a PPC campaign from Very.

To view Very’s PPC search advert, I had to type into Google search UK, ‘buy nintendo switch’:
Straight away, I am quite surprised that there is only one PPC advert appearing for such a high demand product. Maybe the Switch does not need promoting from the likes of Nintendo because it is in high demand?
Saying this, the reason Very have made an advert for such a product is to make sure people buy the Switch from Very and not competitors. Google shopping will also help Very considering the fact it is showing Very as the second choice, behind Nintendo, to buy the Switch from in terms of price.

Looking at the advert itself, the advert is completely about getting web users that want to buy the Switch to buy it with Very. There is no advertising of the Switch, strictly speaking. Instead, the PPC search advert promotes Very as a place to buy technology from, with the inclusion of all the categories of products Very sells in the description. The title addresses two areas that the web user will be interested in, to induce them into a click:

1. Buying the Switch
2. The cost of buying a Switch, which is RRP and can be spread with a finance package.

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

It is evident from this landing page that there are two priorities with Very, which concurr with what the title of the PPC search advert had as priorities:

1. Make the web user aware of the finance packages that Very offer. Buying the Nintendo Switch at RRP is going to be difficult since it is sold out everywhere. The fact that Very offer 10% off the first credit order will provide the financial incentive for the web user to buy the Switch with Very and potentially a few games and accessories for the console too.
2. Allow the web user to browse Nintendo Switch products. The way Very has done this is through showing snippets of the best selling products relating to the Nintendo Switch at the bottom, below the fold of the page. This will naturally cause the web user to want to scroll down to view the products, by which they will want to buy since they are potentially getting 10% off RRP.

This is a very effective technique from Very, where they are advertising buying a product, for which cannot be bought under the RRP due to demand, unless they take out a credit finance package.