PPC - Pay Per Click Management

The last PPC campaign I analysed in the ‘Analyse A Real PPC Campaign’ series was from Cables UK, who had used the typical search advert to promote their range of HDMI cables even though all of their competition on Google search results from was from sponsored Shopping results. Putting this aside, they had an excellent landing page that had many good points associated to it.

Online gambling, the lottery and scratch cards are huge industries that always seems to be booming (and seems to be very profitable based on how much lottery funds help others out)! With this, here is an analysis of a PPC campaign from Postcode Scratch.

To view Postcode Scratch’s PPC search advert, I had to type into Google search UK, ‘scratch cars’:

Straight away, the first noticeable thing is the amount of competition there is for such a keyword search phrase and not surprisingly either – the lottery and scratch card industry is a very competitive industry since USPs between the different companies are not as noticeable and contrasting as other industries such as technology.

Looking at Postcode Scratch’s PPC search, it is clear they have the highest CPC of all the competitors due to the fact that they have managed to outbid everyone for top spot of paid results. The advert contains all the necessary information to entice web users into a click. I especially like the fact that the title starts with a call to action and the top line of the description ends with one too.

Putting this aside, my only criticism is that Postcode Scratch have not mentioned their brand name anywhere in the advert other than the URL. They had the space to mention ‘Postcode Scratch’ in both the title and description which could have helped give their whole brand more exposure and increase the amount of direct traffic to the website (even if web users decide not to click onto the advert, they will see the brand name which will give them the brand to search for to visit directly at a later stage).

After clicking on the above advert, I came to the following landing page:
It is clear from the large ‘Play Now!’ button that this is a click through landing page with the intention to get the web user to sign up with Postcode Scratch. Below are the rest of the good points with this landing page:

• The ‘All Games’ sign makes it clear there are viewable games below the fold of the webpage. This gives the web user the incentive to scroll down the page to see the games. What more, it is a great technique of Postcode Scratch to push every web user into signing up if they click onto any game: just another way to get web users to sign up with them.
• The navigation menu expands on hover providing many more options for the wbe user to click onto. This is necessary since, in general, the top of the landing page has relatively few links in it other than the top right corner.
• For a landing page advertising scratch card games, it has the theme spot on with it being colourful and fun: just like they want to portray the games as.