PPC - Pay Per Click Management

The last PPC campaign I analysed in the ‘Analyse A Real PPC Campaign’ series was from GoPro who had used PPC to advertise one of their new action cameras ahead of their top organic search result (being the homepage). However, the landing page advertised three action cameras putting less emphasis on the new release by GoPro. With there being quite a lot of talk of currencies changing due to Brexit, I thought it would be a good idea to relate this to a PPC campaign analysis. Therefore, without further ado, here is an analysis of FairFx’s PPC campaign.

To view FairFx’s PPC search advert, I had to type into Google search UK, ‘prepaid currency card’:

Interestingly, the competition for such a keyword search phrase is not that high with just two of the four slots showing adverts above organic search results. FairFx are not showing on the first page of organic search results. Therefore, we can understand that, at the minimum, FairFx have an advert to show for this keyword to gain traffic for which their SEO homepage would not be able to.

Looking at the advert itself, it is a great of example of an optimised search advert for the following reasons:

• The start of the title addresses exactly what I searched for, giving me more reason to click onto it.
• The use of the ad extensions such as the site link and rating extensions improves the advert:
  1. The high rating makes clear FairFx are a good currency card to choose, based on those that have already gone with them.
  2. The site link extensions gives the web user more options they may want to click onto and increases the overall space the advert takes up, making it harder for the web user to not notice and read the advert.
• The content of the description has multiple reasons to go with FairFx, encouraging the web user to click onto the advert.

The only thing I would add to this advert is a more noticeable call to action at the end of the description. But, other than that, this is a very good text advert.

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

The landing page has both good and bad points. On the whole, it is a good landing page:

• Pictures always work well on landing pages and this is no exception. The underwater image gives the impression of being on holiday, helping to target what the prepaid currency card’s main purpose is for: to use on holiday.
• The three coloured boxed are only partially displayed above the fold of the page, which will encourage the web user to scroll below the fold to read the rest of the content.
• This is a click through landing page from the box to the right central area. I especially like the fact you get a quantifiable result as to what conversion and how much of a foreign currency you can expect to get with FairFx.