PPC - Pay Per Click Management

The last PPC campaign I analysed in the ‘Analyse A Real PPC Campaign’ series was from John Lewis, who was looking to promote their new Christmas advert. What we found was that from having the YouTube advert embedded onto the John Lewis advert enticed people to browse their website after watching the advert, which would work better for John Lewis than for the web user to land onto the #1 organic search result: the link to the advert in YouTube. It’s been a big week for OnePlus this week as they launched their latest flagship: the OnePlus 5T. With new launches, it is typical to see a lot spent on PPC to promote the new product and get the word out. For this reason, here is an analysis of a PPC campaign from O2, looking to capitalize on the launch of the OnePlus 5T.

To view O2’s search advert, I had to type into Google search UK, ‘oneplus 5t’:

Straight away, O2 have been very clever here. Considering the OnePlus 5T is a brand new smartphone, there is a lot of news about it, for which Google have included in the search results above the organic results. From doing this actually benefits O2 as it breaks the advert further apart from SEO competition, which should work to increase the CTR of the advert.

Looking at the advert itself, it is well designed for the following reasons:

• The advert is filled with keywords of OnePlus, both in the title and description.
• The title is brilliant as it:
  1. Addresses what the web user searched for first.
  2. Entices the web user into a click with a call to action.
  3. Follows lastly with the link to O2’s website, to promote direct traffic and increase brand awareness.
• Use of ad extensions. The ratings extension makes O2 come across as a very good network provider whilst the site link extensions make clear of what O2 can offer potential customers.

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

There are both good points and bad points to this landing page, which I will outline below:

• I like the theme and colour scheme used for this landing page. The background image with one ‘popcorn’ looking pieces floating around does come across with a hint Christmas (snow falling), which will encourage web users to buy this for others as a gift.
• The navigation menu of O2 is brilliant since it expands upon hover enabling the web user to click onto any part of the website, just from this page.
• The orange/red message draws the web user’s attention, helping the web user engage with an offer that only applies for this weekend only. Therefore, this provides more incentive to buy the OnePlus 5T now.
• However, there is a lot of content below the fold that cannot be seen, relating to the OnePlus 5T and data plans – O2 should have a clear arrow (larger than the one used for Product Information) or some content in-between above/below the fold to make clear the web user should scroll down.
• From landing onto this page, it is not clear what O2 actually wants the web user to click onto.