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Paid Advertising: Another case study- GWM North Shore

  • nuwanireshinie
  • Sep 4, 2024
  • 3 min read

There is no dough that paid advertising is a powerful tool for driving traffic and generating leads. However, the effectiveness of any campaign relies heavily on the cohesiveness between the ad copy and the landing page experience. I recently noted GWM North Shore is running a Google ad campaign for their Haval Jolion Premium Hybrid, which highlights the importance of ensuring that the entire customer journey, from ad click to landing page, is seamless and aligned.





The Issue

In the GWM North Shore case, the ad copy for the Haval Jolion Premium Hybrid invited potential customers to book a test drive. This is a compelling call to action (CTA) that likely garnered clicks from interested users. However, when users clicked on the ad, they were directed to a landing page that featured only an image of the car, with no clear path to book a test drive or even to gather more information about the vehicle. This disjointed experience likely resulted in user frustration and a high bounce rate. There is no way that customers can connect to the website other than by typing GWM North Shore or Haval Jolion into the browser.


Why End-to-End Consistency Matters

  1. User Expectations: When users click on an ad, they have specific expectations based on the ad copy. In this case, they expected to be able to easily book a test drive for the Haval Jolion Premium Hybrid. When the landing page does not fulfill this expectation, it creates a jarring experience that can lead to frustration and distrust. Users may feel misled or disappointed, which can significantly reduce the likelihood of conversion.

  2. Brand Credibility:A landing page that fails to deliver on the promises of the ad can harm a brand's credibility. Inconsistent messaging or a lack of actionable steps can make the brand appear unprofessional or disorganized. In the highly competitive automotive industry, where trust and reputation are crucial, such missteps can have lasting negative impacts.

  3. Conversion Rates: The ultimate goal of any paid advertising campaign is to convert visitors into leads or customers. A well-designed landing page is critical to achieving this goal. It should be clear, actionable, and aligned with the ad's CTA. If the landing page does not match the ad's intent, users are more likely to leave the site without taking any further action, leading to wasted ad spend and missed opportunities.

Best Practices for Landing Page Design

To avoid issues like the one experienced by GWM North Shore, it is essential to follow best practices in landing page design:

  1. Match the Message:Ensure that the landing page delivers on the promise made in the ad. If the ad offers a test drive, the landing page should prominently feature a clear, easy-to-find option to book that test drive.

  2. Simplicity and Focus: The landing page should have a single, clear objective that aligns with the CTA in the ad. Avoid clutter and distractions that might divert the user's attention away from the primary action you want them to take.

  3. Consistency in Design:The visual design and messaging of the landing page should be consistent with the ad. This creates a seamless experience that reinforces the user's decision to click on the ad.

  4. Mobile Optimization: Ensure the landing page is fully optimized for mobile users. A significant portion of ad traffic comes from mobile devices, and a poorly optimized mobile experience can lead to high bounce rates.

  5. Clear Call to Action: The CTA should be prominently displayed and easy to interact with. It should be obvious what the user needs to do next, whether it's booking a test drive, filling out a form, or making a purchase.

If there are no proper landing page for the campaign objective, first do the landing page before start the campaign.



The case of GWM North Shore's Haval Jolion Premium Hybrid campaign serves as a reminder of the critical role that landing pages play in the success of paid advertising. An ad's effectiveness is not determined solely by its ability to attract clicks but by how well it converts those clicks into meaningful actions. By ensuring that the landing page is aligned with the ad copy, user expectations are met, trust is built, and conversions are maximized. For businesses looking to optimize their paid advertising efforts, attention to detail across the entire customer journey is not just recommended—it is essential.


Be mindful of your paid ad campaigns to achieve better ROI.

 
 
 
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