PPC - Pay Per Click Management

The last PPC campaign I analysed in the ‘Analyse A Real PPC Campaign’ series was from Sage, who had, on the whole, a well designed search advert that utilized a high CPC to get above any search snippets and competition, whilst the landing page was a great example of a click through page.

A market that has emerged in the last 2-3 years comes with the smart watch – having wearable technology on your wrist to track how fit you are, whilst delivering notifications. With this, here is an analysis of a PPC campaign from My New Smart Watch.

To view My New Smart Watch’s PPC search advert, I had to type into Google search UK, ‘buy smart watch’:

Straight away, we can see the competition for this search phrase is low, with My New Smart Watch having the only paid advert for this keyword search phrase. This could be for one of two reasons:

• The return of investment of this search phrase does not yield the highest results, putting advertisers off bidding for it.
• There is not enough demand for the search term to warrant creating a PPC campaign to bid against it.

Either way, it is good news for My New Smart Watch that they are the only PPC search advert appearing. This is because they are always guaranteed the top position of search results when this is the case, whilst the CPC that will be bidding against will be the cheapest possible, from a lack of any form of bidding war.

The only problems comes with the content of the advert itself. It is extremely simply, has the wrong use of capitals, and has a lack of call to actions to entice the web user into clicking onto it. For these reasons, there are many areas this search advert could be improved upon.

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

This is an example of a click through advert, from the large ‘Shop Now’ button that dominates the central area of the landing page. Taking this into consideration, there are pros and cons to this landing page:

• The background image isn’t as clear as it can be that it is a website about smart watches – there needs to be clearer images of the products being sold on this landing page.
• There is a lack of enticements on this landing page, or reasons to want to buy smartwatches from this landing page.
• The default currency is dollars, when the web user is viewing this from the UK – the currency should match the location the web user is viewing the landing page from.

Ultimately, this PPC campaign from My New Smart Watch is a good example of a PPC campaign that has not effectively used PPC to it’s full advantage.