PPC - Pay Per Click Management

With the new arrival of Apple’s new smartphone line-up, it is clear that there will be many PPC campaigns that will evolve around the iPhone 5s. Many people will want to buy this new and up-to-date smartphone and it is the mobile carrier’s job to create PPC campaigns to attract potentially new customers to their networks through the incentive of the iPhone 5s. In this article, I will look at a few PPC campaigns that are using Apple’s new smartphone to try and attract new customers.

To view the PPC campaigns of mobile networks involving the iPhone 5s, I had to type in ‘iPhone’ into Google search UK:

It makes sense that there are lots of PPC campaigns involving the iPhone 5s. It is a new product where Apple has actually sold 9 million of them in just three days. If the demand for a product is large enough, the competition will follow behind and that is clear from the maximum number of adverts being shown in Google.

The three pay per click campaigns that are displayed above the organic results are, also, all mobile carriers being Three, O2 and EE. From just the image above, it is clear that Three have paid the highest CPC for the ‘iPhone’ keyword as they have the number one spot. Since Three has the highest spot on Google search results, they don’t have to use much of an incentive (which is possibly a reason why their description only has one USP being that the iPhone is best on their network).

Looking at the next advert down, O2 has recognised that they are not getting number one spot for ‘iPhone’. Therefore, they have gone for a slightly different approach for their text advert. As well as making clear that the iPhone 5s will be on a ‘Great Tariff’ on O2 Refresh, they have also added some figures in their description highlighting the cost to the web user if they chose to go with O2 when getting the iPhone 5s. This is clever because, unlike Three, there is a financial incentive in O2’s advert.

Going one advert down from O2 brings us to EE which has taken another approach to the two above adverts. Three has the top spot so will ultimately get the best results. O2 can’t get top spot so have included a financial incentive to attract web users into clicking on their advert. When looking at EE’s advert, they have included two extra elements:

• Reviews which shows they have a 3 and a half star out of five rating from 938 reviews.

• Their Google+ follower number which stands at 24,528 followers.

The description for EE’s PPC text advert claims that they are the ‘biggest and fastest overall network’. Now, this is a big statement which, if true, will surely give put them number one out of all the mobile networks out there.

• The reviews makes clear that people like EE and therefore their network must be fast for people to give them a good review.

• Their follower count goes to show that they are a big mobile network.

Therefore, from including a few add ons to their advert EE has provided evidence towards their claim of being the fastest and biggest overall network. Ultimately, all three adverts are designed very well and have taking into account the needs of web users wanting the iPhone 5s and where their advert is likely to be ranked.