The last PPC campaign I analysed in the ‘Analyse A Real PPC Campaign’ series was from Trivago, who had a well designed search advert and a very clean landing page. However, the information captured from the search advert/type of traffic clicking on the search advert was not utilized in the landing page, such as the fact that Trivago would know that the web user was looking to book hotels in London (and did not need to be asked again on the landing page). It is important to make sure every drop of information is used so the same questions/leads do not need to be asked on the landing page again (as this will deter web users away).
It’s been a big week for the likes of OnePlus, releasing their new flagship smartphone of 2019: the OnePlus 7 Pro. With this, here is an analysis of a PPC campaign from OnePlus.
To view OnePlus’ PPC search advert, I had to type into Google search UK, ‘oneplus 7’:
This is an example of a PPC campaign that has been created to promote a new product. As much as the top organic result is for the OnePlus 7 Pro, it is very difficult for the information in the organic result to be tailored to what OnePlus wants to show off about the web user. This includes:
- A call to action, especially about how you can pick one up in under 24 hours
- Another call to action in the description
- Pricing, as it is a big deal that OnePlus phones are affordable
- Chosen specs to share in the advert, that will entice web users to clicking onto it
- Site link extensions
Therefore, although the landing page will be the same, OnePlus have chosen with producing a PPC campaign to display information/content different from the top organic result. As well as this, it also allows them to be above ‘Top stories’ on Google, which might have articles that does not promote the OnePlus phone the exact way they would like to advertise it to the web user.
After clicking on the above advert, I came to the following landing page:
As a landing page, this is a very effective product page that would inherently do very well for OnePlus. Below are the main reasons for this:
- The central attraction is the new phone, as it should be. Accompanied with limited content gives the web user enough enticement to explore the product page, whilst being stunned at the visuals of the phone (especially how it is bezeless).
- The top navigation menu makes it possible for the web user to click onto any area of the OnePlus website, helping to keep web users on the website.
- The navigation menu and ‘Buy’ button are also ‘sticky’, that they still at the top even on scrolling. This means the conversion of buying the phone is possible no matter how far down the web user scrolls.
- As a product page, each scroll of the page shows new features, images and animations, illustrating the features of the new OnePlus 7 Pro. This is visually pleasing, encouraging the web user to keep scrolling through the features of the phone. The more features they are aware of, the more likely they are to buy the phone.
