PPC - Pay Per Click Management

The last article to be analysed in the ‘Analyse A Real PPC Campaign’ series was BMW, who had a well designed PPC campaign in general that had the sole focus of letting the web user roam through BMW’s website to see the wide range of cars they have on offer. In this article, by searching for a very vague search phrase, I have managed to find a PPC campaign on buying and selling DVDs from a website called WeBuy.com.

To view WeBuy’s PPC search advert, I had to type into Google search UK, ‘buy dvd’:

Straight away, a few things become clear. WeBuy are the only competitors for such a keyword which either means no-one else wants to bid for it because it poorly converts or WeBuy have such a high CPC that it is impossible to outbid them. Either way, WeBuy will not be disappointed at all there is no competition.

Looking at the advert itself, it adopts a very long title and short description. WeBuy have been clever in the sense that they have stuck the URL of their website on the end of the title too. It is a very short and to the point URL (which would have cost a lot of money to get!) so it will work well in gaining direct traffic to the website.

My main concern is that the description does not really entice the web user into clicking on the advert. Stating there are stores around the UK does not make me want to click on the advert, it just tells me something I do not really care about. As well as this, having the word ‘sell’ in the description will also throw people off since they specifically searched to buy a DVD and not sell one.

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

Unfortunately, this is not the best landing page for the following reasons:

• Web users have come from PPC to buy DVDs. There is no selection of DVDs, categorises or genres to choose from like there would be on Amazon. So, if the web user was a browser, they would simply click away.
• The theme is all over the place. The colours are random, vibrant and contrasting, which makes it a bit of an eye sore.
• The company is not called WeBuy but infact CEX. Having a URL with different brand name is confusing to say the least!
• The word ‘sell’ appears on this landing page. The web user does not want to sell DVDs but buy them! If they wanted to attract those who wanted to buy DVDs, why include the ‘sell’ button on this landing page at all?