100% Interest KiwiBank Ad
100% Interest KiwiBank Ad
May 12The 100% Interest KiwiBank ad campaign currently running in New Zealand interests me.
Not because it is a good example of a great banking ad. It’s quite the opposite. It’s actually a textbook example of how not to run an online campaign. Others might call it a clusterf**k.
You see, the call to action on the KiwiBank 100% Interest ad is NOT to visit a specific website. It asks you to Google the phrase 100% Interest to find out more. I’m guessing the idea was that Kiwbank would have the top organic result for that phrase (or at least a sponsored result), and that’s how you will be lead to the KiwiBank website. Wrong.
Why? Do a search and where does KiwiBank come up? Not in the first two pages of Google, that’s for sure (typically the first result on page one of Google will get about 40% of the traffic, anything after that page ain’t worth knowing about).
And the problem is the Kiwibank website isn’t even half properly SEO’d for the phrase.
Has the web dude at Kiwibank never read SEO for Dummies?
The exact phrase “100% Interest” has just over 800 competing pages that Google knows of. This phrase should be dead easy to beat. No need to pay for Google Adwords for this phrase, that’s for sure.
So KiwiBank, what use have you made of your title tag, h1 tag, copy etc – heck, just registering a domain along the lines of www.100percentinterest.co.nz would probably get position one without ANY content at all.
Just to put the knife in, WestPac is supposedly paying for some sponsored Google AdWords using the 100% Interest phrase.
Why bother, if they had spend 20 minutes optimising a website (or even just a single page) for the phrase, they could probably get the top organic result for 100% interest, as Dan at Xebidy has shown.
Hi Mike,
Yes, it is an interesting mess on the part of Kiwibank – but I think it is pretty typical of New Zealand businesses and their immature approach to the Internet. We seem to create new URLs willy nilly for any old marketing campaign with no real thought to its’ footprint, the value of building up long term links, and fresh content.
Even after a week of me raising the optimisation issue you think the Kiwibanke web guys would have created a page about 100% interest and knocked us out. We did some work for Fletcher Living once and you see similar corporate ignorance. They would not let us install Firefox on any employees computers due to security.
Dan