PPC - Pay Per Click Management

This article is going to look at another giant in the electronic industry being Samsung and how they use pay per click advertising to their benefit. For most PPC campaigns, I will type in their brand name into Google and, usually, they will have a PPC campaign at the top even if they are first on organic results such as Sony. This is either to promote a section of the company that couldn’t have been done organically or to make sure they have the top spot on competitors if competitors choose to bid for the company’s brand name. For Samsung, to see their PPC campaign, I typed in ‘tv’. This is a huge keyword that will have been bid on by many of the top advertisers to gain the top spot. Fortunately for Samsung, they have managed to gain the top spot.

As I have already said, to see Samsung Smart TV’s advert, I types in ‘tv’ into Google search UK:

Straight away from the advert, it is clear Samsung are trying to promote to the top of the range TVs they have to web users. Displaying words such as ‘Smart’, ‘award winning’, ‘LED’, ‘Plasma’ and ‘3D’ makes clear that these TVs are the best TVs out there giving them a USP on others. This USP will help increase their CTR compared to the two adverts below that look more at the price sensitive customer. Samsung’s advert will make web users think ‘wow’ which will entice them to look at the range of TVs they have to offer even if they cannot afford it.

With Samsung’s PPC advert, they have gone for simplicity. The range of features their TVs are bound to have cannot fit inside a PPC advert. Therefore, they are attracting web users into clicking on the advert through other means such as by making the web user think they will ‘love’ Samsung’s TV.

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

For this landing page, there are some positives and negatives to the page that I have listed below:

• Positive – The blending of colours are very neutral so that the colours on the TVs appear more vivid and colourful.
• Positive – Samsung has included internal navigation links for the web user to explore Samsung’s website with.
• Positive – Samsung has used a timed slideshow to display more information on the page without cluttering the clean design. The slideshow makes the landing seem more interactive too – something that the Smart TVs possess.
• Negative – It is good that Samsung has chosen to install social media buttons onto their landing page. However, when both the Tweet and Facebook like buttons have a zero count next to them, that will not help them at all. For this reason, they should remove the count number on the social media buttons.
• Negative – The price sensitive web user will be put off by the fact no prices are listed on the landing page. This makes clear that the price is not going to encourage the web user to buying it (which is why Samsung have left it off first). They want the web users to love the TV first and then pay a premium for buying something they love.
• Negative – Not everyone wants a large 50″ TV Samsung? They need to show more variation with the products on the slideshow so that there is a TV on the slideshow for everyone ranging from the cheapest to most expensive.