The last PPC campaign I analysed in the ‘Analyse A Real PPC Campaign’ series was from Disney, who had made a PPC campaign to promote their new video streaming service, Disney+. What we found was that they had perfectly taken advantage of traffic that were looking to stay entertained at home, especially with a third of the world in lockdown from the coronavirus outbreak. Once onto the landing page, it was well optimized, clearly illustrating the range of movies/TV series Disney+ offers to subscribers of their service, with a limited time offer to inject a sense of urgency into a conversion.
With a recent post looking at starting a eCommerce website, it is a popular area to profitize from for many companies. With this, here is an analysis of a PPC campaign from Shopify.
To view Shopify’s PPC search advert, I had to type into Google search UK, ‘wordpress theme ecommerce’:
The competition for this search phrase is high, considering that once you are signed up to a eCommerce service, there will be lots of recurring sales for these companies to take advantage of (similar to why hosting companies are always paying big bucks in PPC too).
Shopify have done well to rank first on paid search results, especially since there is a ‘People also search for..’ snippet below them, helping them to push some of the adverts below the fold/differentiate them more from the competition.
Looking at the advert itself, Shopify have a few pointers in their advert that make it especially effective:
- Free trial – you can never go wrong offering a free trial, as it gives web users little to no reason to not try it.
- The search advert is full of power words, such as ‘free’, ‘quick’, ‘easy’ etc. which all help to entice the web user into clicking onto the advert.
- The search advert contains a call to action in the title, which will help encourage the web user to take up the free trial, first by clicking onto the advert.
After clicking on the above advert, I came to the following landing page:
As a landing page goes, this is a very clean page, purposefully clean to get the web user to convert. It has the following benefits associated to it:
- This is a lead capture landing page, with the conversion being for the web user to enter their email address, to start the free trial. This is done especially well, from the fact that there are no other links or forms to fill in on the page – the only thing the web can do is convert.
- The images above the fold continue below the fold, encouraging the web user to continue scrolling below the fold. When this happens, there are more information about the reasons to give Shopify a go. This is a great tactic, since if the web user is sold upon landing onto the page, they will fill the email address form in. If they are not, they can get further enticed by reading the content below the fold.
