Poor Pay Per Click - The Big Boys
I read an interesting article yesterday discussing the merits of irrelevant ad text from big players within the consumer market, companies such as Amazon, eBay, Shopzilla etc.
This started me thinking and after doing some research I discovered many more examples of bad pay per click campaigns being run by large companies in different industries. To give you an example of this, I performed two searches one under 'ps3 games' and 'xbox 360 games' on Google. This is a very generic term which is going to achieve a high volume of traffic. Along side this the competition within this market is going to be high, so any advertising edge that you can get will improve you chances of winning the consumers purchase. That’s why I am all the more frustrated by these big companies running poor quality pay per click campaigns.
Here are two examples by leading computer game retailer GAME:
Buy PS3 Games
New Releases and Classic Titles.
Free UK Delivery at GAME.co.uk
www.GAME.co.uk
Buy GTA IV Today
Free Delivery & £10 Saving!
Available on Buy for Xbox 360
GAME.co.uk/GTA-4
Now I know what your thinking, the first ad isn’t all that bad but what strikes me about this ad is the poor use of keywords within the ad to help build the quality score on the campaign. I would hazard a guess that the ad title is using dynamic keyword insertion, which doesn’t influence quality score as Google’s algorithm doesn’t take into account dynamic insertion of keywords.
In no other way does the advert use any techniques to increase quality.
As I mentioned before, I see this area as highly competitive, any edge against competitors needs to be grasped with both hands. Ok so these companies will have deep pockets with which to fund their pay per click campaigns and there goal will probably be to achieve as much traffic as possible. However, money could be saved on CPC’s with more effective and relevant ad text. With the volumes of searches involved the savings could be huge. This money could go towards other avenues of marketing or could even pay for a new store near you!
This is where the experts come in Click Consult are a leading Pay per Click (PPC) Management Company with over 25 years combined PPC Management experience. Contact us for more information or call 0845 205 0292
