The last PPC campaign I analysed in the ‘Analyse A Real PPC Campaign’ came from John Lewis who had a PPC campaign that featured a well optimized search advert but a landing page that had a few areas of improvement. With Christmas just passing, it is the perfect time for advertisers to get their PPC campaigns ready for the boxing day deals and January sales. For this reason, the PPC campaign I am going to be analysing is from Sky.com.
To view Sky.com’s PPC search advert, I had to type into Google search UK, ‘january sales’:
Straight away, the first thing that surprises me is the fact that Sky are the only advert showing for such a search phrase. My only explanation for this might be because most companies start their January sales in January and not straight after Christmas. Therefore, we should see the competition pick up as we enter the new year.
Looking at the advert, it is an ‘okay’ advert. I like the fact the brand name and URL ‘sky.com’ is mentioned in the advert. But, having titles start with a question is not always the best method. I do not feel induced by the title which is a sign that it does not completely work. Again, the description is the same, even with the fact it has a call to action. Call to actions generally work best when they are short and are not as long as what Sky have used.