PPC - Pay Per Click Management

The last PPC campaign I analysed in the ‘Analyse A Real PPC Campaign’ series was from Samsung to promote their new flagship phone of 2017: the Samsung Galaxy S8 (and S8 Edge). What we found was that, as expected, the PPC campaign was a brilliant example where the search advert had many effective elements to entice the web user into a click while the landing page used a visually stunning image to produce a ‘wow’ factor for the phone.

One area on the internet that is in high demand consistently is the car loan/finance sector, where people take out short-mid range loans to buy cars with. Therefore, without further ado, here is an analysis of a PPC campaign from CarFinance247.

To view CarFinance247’s PPC search advert, I had to type into Google search UK, ‘car loans’:
Straight away, what is surprising is the fact that there are only two adverts appearing for, what I expected to be, a high demand search phrase to bid for.

Nevertheless, the advert from CarFinance247 has a very similar structure the advert above it from money.co.uk. This is because:

• Using a review extension quantifiably lets the web user know exactly what customers of the company thought of them and is something that consumers will use to judge companies on: especially for loans.
• The site link extension allows the web user to ‘skip’ the official landing page and head for the page that is most relevant to them. In essence, more links in an advert generally increases the CTR of the advert on the whole.

The search advert from CarFinance247, on the whole, is good. However, it is only ‘good’ and not ‘great’ because there are a few little areas it could improve. For example, the brand name is only mentioned in the URL and review extension (two areas which don’t gain that much exposure in the advert) where it could have been mentioned in the search advert’s title for added brand exposure to attract direct traffic. As well as this, the second line of the description does not really attract me into clicking on the advert. Are they really advertising #5 as a good thing? Surely that means consumers have four better options than CarFinance247? This proves the point to only promote things in the search advert that you 100% guarantee will get the web user’s attention and increase their curiosity into your advert to get a click.

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

This is a lead capture landing page with the aim to encourage the web user to fill in the form on the right hand side so they can see what sort of loan they could get from CarFinance247. The large fonts used, image as a background of a lady in joy and the rule of three incentive on the left hand side all contribute to making the web user want to use CarFinance247. For this reason, on the whole, this is a good PPC campaign, with a ‘good’ search advert and an very effective landing page.