The last PPC campaign I analysed in the ‘Analyse A Real PPC Campaign’ came from Waitrose Cellar, who had, on the whole, a good search advert and a good landing page, which was a click through landing page to allow the web user to find the type of wine they were interested in.
It’s be an eventful week in terms of technology and smartphones with Samsung having recently unveiled their new flagship smartphone of 2017: the Galaxy S8. Like with all new products that are released, Samsung needs to fund a marketing campaign to spread awareness to the public that they have released their new flagship smartphone of 2017. Therefore, without further ado, here is an analysis of a PPC campaign from Samsung for the S8.
To view Samsung’s PPC search advert, I had to type into Google search UK, ‘samsung s8’:
The first thing I notice is just how cheeky LG are! Well, it’s not cheeky but tactics in PPC to steer away traffic from competitors to convince the web user that their smartphone is the best. This is partly the reason why Samsung had to make a PPC campaign, as well as the fact of promoting the new phone in general: to push back competition from stealing traffic that have directly searched for Samsung’s new phone and not the LG G6.
Looking at the advert itself, it is a great designed search advert for the following reasons:
- The title addresses the phone name as well as the slogan for the phone ‘Unbox Your Phone’, which is deliberately vague to get the web user’s attention as to what it means (where it means to remove the bezels surrounding the screen of typical smartphones).
- The description is packed with information about the specifications and features of the phone, which would provide more enticement to the web user.
- The choice of ad extensions used are great because:
- The review extension gives the advert an objective look, for which web users will appreciate (as who does not read or watch a review before buying a phone nowadays)?
- The location extension illustrates the nearest store to where I can hold an S8 in person.
- The site link extensions allow the web user to view different areas of the product page, for which is assumed as the landing page for this advert.
After clicking on the above advert, I came to the following landing page:
Straight away, it is completely apparent that the whole point of this landing page is to ‘wow’ the web user into how stunning the front of the S8 looks. This is achieved through the beatuiful picture, which is seemless when it reaches the S8, due to the bezel-less curved edges and minimal bezels at the top and bottom of the screen. The largest text on the landing page is the vague slogan we saw in the search advert, which, due to the image used, explains exactly what is meant by ‘Unbox’.
Apart from the stunning image used for this landing page, there are a few other features of the page which are well optimised for what Samsung wants: preorders:
- A preorder button features in the top right of the fixed floating navigation menu, so the web user can click preorder no matter how far they have scrolled down.
- All of the features and areas to look into for the S8 are contained to the left of the menu, so the web user can explore that.
- An arrow points downwards in the bottom right corner to signify to the web user that there is content below the fold.
From this, all in all, this is a brilliant PPC campaign.
