Tesco Bank – Analyse A Real PPC Campaign 11 Jun 2015
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The last campaigns to have been analysed in the ‘Analyse A Real PPC Campaign’ series was from JollyChic, Made In Europe and Marks and Spencer. The reason for analysing all three was because each campaign had, what I felt, serious flaws in them which would have severely affected the success rate of each respective campaign (and from noticing these flaws, can help stop other advertisers making the same mistakes). In this article, I thought I would look into a market that is always going to be saturated with adverts because when traffic does convert for this sector, the results produced are worth £thousands. Here is an analysis of Tesco Bank’s PPC campaign.
To view Tesco Bank’s PPC search advert, I had to type into Google search UK, ‘bank loan’:
There are a few things I can point out from looking at Tesco Bank’s search advert:
After clicking on the above search advert, I came to the following landing page:
For some reason, my first impression of this landing page is that it scares me. There is a lot of small print that should come with bank loans and, to me, the landing page seems just that bit too clean and minimalistic – I want to know every detail about a bank loan before I ask for one.
It is a scroll through landing page. I can see that to view the rest of the information you need to scroll down. However, it is not as obvious as it could be. Tesco Bank could have an arrow to guide traffic down the landing page.
As well as this, there is actually a button that says ‘Apply’ just below the fold of the page. Does this make it an infomercial page or a click through page? I am not sure. If it is an infomercial, is has many areas to improve. If Tesco Bank wanted people to click onto ‘Apply’, why did they have it below the fold of the page? This does not makes sense since there is tons of space to still be used above the fold of the page.
Will created Ask Will Online back in 2010 to help students revise and bloggers make money developing himself into an expert in PPC, blogging SEO, and online marketing. He now runs others websites such as Poem Analysis, Book Analysis, and Ocean Info. You can follow him @willGreeny.
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