Standup Paddle boarding is a sport that has its origins in Australia and Hawaii, and has become very popular in the 2000s. Traditional style surfers have converted to stand up paddling because of the versatility of the new sport. A 2013 report from the Outdoor Foundation called it the outdoor sporting activity with the most first-time participants of any in the United States that year.
In this attached report we will be examining the following websites in relation to their Pay Per Click (PPC) Ads in order to gage the effectiveness of PPC campaigns in the Stand Up Paddle (SUP) Board topic.
Examining the 5 PPC Ads and their resulting websites shows a variety of different approaches to PPC Ad Campaigns. At $1.15 per click to sell a $600-1200 board, the right copy should entice the user to visit the website and the copy on the PPC Ad and the Entry page should match. In all five cases no micro-sites were used in order to drive the user towards an envisaged conversion path, however two websites, www.mec.ca and www.surftech.com, guide the user with a targeted landing page, leading the user towards a desired goal/conversion (sale, social media follow).