The last PPC campaign I analysed in the ‘Analyse A Real PPC Campaign’ was from Shopify, who had both a good search advert and lead capture landing page, specifically designed with no other buttons on the page, so the only thing the web user could do was fill out the email address form (increasing the likelihood of a conversion).

One area that is always in demand is candles, to give off nice smells, ambiences and even add a bit of warmth to a room. With this, here is an analysis of a PPC campaign from Candles Direct.

 

To view Candles Direct’s PPC search advert, I had to type into Google search UK, ‘Yankee Candle’:

For Candles Direct, there is some fierce competition for this search phrase of a well-known candle brand:

  • Shopping results are going to be very hard to compete against for this. Most people know roughly how much a Yankee candle is, so will look for the images to shop for the smell they want.
  • There is a ‘People also search for…’ snippet appearing, which encourages web users to refine their search more specifically.
  • Yankee candle, of course, rank number one for organic search results. For this reason, for Candles Direct to displace traffic away from Yankee candle, well, they are going to need to offer something a little special.

Looking at the advert itself, they fulfil the last bullet point completely with a quantifiable enticement: (up to) 50% off. This gives plenty of reason to click onto the advert since searching for a brand name…

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