Where can I find the UK's cheapest cars?
What’s easier: give people your web address or ask them to Google a phrase such as “Where can I find the UK’s cheapest cars?“
I’ve blogged before about the trend in some advertising towards giving people phrases to Google rather than asking them to remember a web address to visit. Martin Belam has spotted another example, this time a newspaper advert for CarGiant.co.uk which pushes people towards Googling that phrase. In some circumstances asking people to remember a phrase to Google, rather than a web address, is a good idea.
But in this case, as he says:
I just can’t get my head around what happened in the meeting where they decided “search for ‘where can I find the UKs cheapest cars'” was a catchier marketing message than “search for ‘cargiant'” or just drilling home ‘visit cargiant.co.uk’.
If you actually google that phrase you get this page and no mention of cargiant
Looks like they are building the cheapest used cars message and doing a good job. They are well ranked for most searches around cheapest used cars and that can’t be a bad thing. Or can it?Cheap is a very transactional word, but on used cars it tends to focus consumers towards the lower end of the market ie under £3000. So if they have plenty of cars under £3000- great message. However they only have 37 cars in stock under £4000 out of a stock of over 2000 cars, so most of their effort will be wasted. My own research and expereince shows that 90% of users on these type of keywords are looking at sub 3k cars. Interestingly on new cars, cheap doesn’t focus towards any given price band, as all new cars have a fixed starting price and it is a good way of differentiating the best deal from the worst deal. On used cars cheap actuall means low priced! So cheap new is goodCheap used is just cheap