PPC - Pay Per Click Management

The last PPC campaign I analysed in the ‘Analyse A Real PPC Campaign’ series was from Google, looking to promote YouTube Premium. As you would expect from Google, both the search advert and landing page were extremely well designed, resulting in a very slick PPC campaign that would achieve very good results. The only area of improvement was to have the click through button on the landing page to be sticky, so it was possible for the conversion to take place no matter where on the page the web user had scrolled to.

In this article, the topic of conversation is of tea. With this, here is an analysis of a PPC campaign from The Tea and Biscuit Club.

To view The Tea and Biscuit Club’s PPC search advert, I had to type into Google search UK, ‘buy tea’:

The competition is fierce for this search phrase, with The Tea and Biscuit Club unfortunately coming in the worse position for exposure and clicks. This would have either been down to a low bidding strategy, or a poor quality score: both of which contribute to the ranking in paid search results.

Looking at the advert’s content, there are definitely some areas The Tea and Biscuit Club could have improved in:

• Limit the brand awareness. It is good to get the brand out there to web users. However, in concentrating so much on this in the title, the message of what they offer is a little vague, based on just the title alone. A good title is, for example, adiagiotea in #1 position as they addressed exactly what the web user searched for and then offered an incentive to purchasing from themselves.
• Poor call to action. Call to actions are vital to the click through rate a search advert achieves. This is why it is always a good idea to include a call to action in the title and description. The Tea and Biscuit Club only have one call to action, which is at the end of the description (the place least likely to be read). As a call to action goes, it is too vague and not appealing in the slightest.

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

The landing page throws up a white screen, which means all of the effort and money spent on getting targeted traffic is all for nothing. This is terrible news for The Tea and Biscuit Club which needs to be addressed ASAP, whilst pausing the campaign from running and pouring money down the drain.

There are many reasons as to why the white screen of death has appeared for this landing page, which is, in itself, another article altogether. For the purposes of this article, what we can take away is just how important it is to proof-check and make sure everything is running smoothly in a PPC campaign. If this was a new product releasing, it would send the worse signals possible to web users, even if they wanted to purchase the product/service before clicking onto the landing page, resulting in a lot of business missed out.