The last PPC campaign I analysed in the ‘Analyse A Real PPC Campaign’ series was from Nissan, who were looking to promote their electric vehicle: the Nissan Leaf. What we found with this PPC campaign, though, was that had a third line in the description did not seem that enticing to getting web users into the click. As well as this, the landing page had many areas of concerns which would have not worked to Nissan’s advantage.
There are some big boxing fights occuring this year, mainly between Anthony Joshua and Wladimir Klitschko, so it would be interesting to see PPC campaigns for such huge boxing events. Therefore, without further ado, here is an analysis of a PPC campaign from Viagogo.
To view Viagogo’s PPC search advert, I had to type into Google search UK, ‘buy anthony joshua vs klitschko tickets’:
The boxing tickets market is very popular mainly due to many people buying tickets cheap and selling them on for massive profit margins as the time to the fight decreases and demand increases. Therefore, it is by no means a surprise that the maximum of four adverts appear for this search phrase.
This also makes clear that Viagogo must be paying quite a lot, in terms of CPC, to gain the top spot of paid search results for this search phrase. The advert itself, on the whole, is good since it addresses the search phrase, includes the brand and domain name to Viagogo and induces a sense of urgency to the web user that if they leave it any longer to buying tickets, the prices will keep increasing or, worst yet, the tickets will sell out.
However, to truly induce a sense of urgency, Viagogo could have removed the ‘Buy now, viagogo Official website’ and put something there such as ‘Tickets selling fast’ instead. The brand name would still be in the title at the end. Therefore, there would have been a further sense of urgency for the web user to buy tickets without losing brand awareness.
After clicking on the above advert, I came to the following landing page:
The main point of this landing page is to further induce a sense of urgency so that web users are more likely to convert and buy a ticket regardless of the price of the tickets, simply because they feel they are going to sell out. For this reason, this is a click through landing page.
The areas in red all contribute to a sense of panic and urgency, by claiming the tickets are ‘Selling fast’ and that there are nearly 5,000 people also looking at the same tickets the web user is looking at.
What is most interesting is that the next page (from clicking ‘View Tickets’) comes to another landing page which does exactly the same job as this landing page! However, instead of red areas, the web user has to wait a set amount of time, such that they are in a queue, to view the tickets. Only once they have reached the front of the queue can the tickets be bought, by which time I can imagine the conversion rate to be very high. So, with this in mind, well done Viagogo.
