The last pay per click advertising campaign I analysed in the ‘Analyse A Real PPC Campaign’ series came from Sainsbury’s who had made a ‘Back to School’ campaign with a brand name that, at first, seemed pretty alien to me and new visitors being ‘Tu’. As well as this, the landing page did not to seem to follow on as well as it should have from the search advert with the only ‘Back to School’ content on a slideshow (so, in theory, a web user can land onto the landing page without seeing anything to do with the ‘Back to School’ range). In this article, I will be looking at a market that is extremely competitive due to the constant engineering and technological innovations – fuel efficient cars. For this reason, I will be analysing a campaign promoting the Peugeot 208.
To view Peugeot’s PPC search advert, I had to type into Google search UK, ‘fuel efficient cars’:
The reason why Peugeot have decided to bid for this search phrase is not typical of PPC such as because they are not organically number one or trying to fight off competition. Here are some potential reasons why Peugeot have made a campaign for such a search phrase:
- Peugeot might not have the most efficient car. However, if it is up there with the rest, they might as well try to make it seem one of the most efficient.
- Peugeot, by bidding for this search phrase, are addressing the web user directly satisfying what the web user wants to find online. The likelihood is that this advert will get a high CTR because of this.
Looking at the advert itself, it is effective in displaying to the web user what the advert is about in the title and has tons of information, if the web user wants to read it, in the description. There is also the use of ad extensions to enable web users to click onto other links and see the social following Peugeot has on Google+. So, all in all, it is a good example of a search advert.
After clicking on the above advert, I landed onto the following landing page:
The landing page is well optimised for the following reasons:
- It is clear this is a product/service page. Therefore, it has the objective to promote the brand and information about the Peugeot 208 which it does effectively with lots of links and content.
- The centre piece of the landing page is of the car, adding a touch of colour to the otherwise colourless landing page. It is important to always have the product or service on a product/service page the priority and the main attraction which is exactly what Peugeot have done here.
- There are many many links on the landing which enables the web user to explore many different areas of the website. Although having lots of content and links on a landing page can sometimes work at a disadvantage, for a product/service page, it is exactly what it needs as it allows the web user to browse as he or she wishes.
