Posted on June 6, 2011 by Adam Green in Google AdWords, Landing Pages, PPC, PPC Testing, PPC tutorials
So… if the title wasn’t clear enough, this post is about the importance of high average ad position and using a clear, concise and most importantly a CONVERTING landing page.
Join with me on a experience I had looking for airport limousines.
The Background:
I’m heading over to Vancouver tomorrow and picking up a car to drive down to Seattle. On Tuesday and Wednesday, Seattle will host some of the internet marketing elite for SMX Advanced. Flying into Vancouver first is a cheaper trip for those of us in Canada.
The Search:
I searched for “airport limos” in Google and came across the following ad texts in the top three positions.
I clicked on all three links to do a little price comparison shopping. For me, as a consumer and internet marketer, my trust in another business is influenced by factors such as: ad text techniques, landing page, trust in the business (typically established through web design) and how they sounded on my phone call to book.
The Results:
The following landing pages and sites were used and associated with the three ad texts noted above. My commentary of what I liked and disliked (as a consumer and internet marketer) are outlined below each shot:
Ad Position #1: www.aairport.ca
The Good:
- Ad text contains good elements (phone number, price, enforcement of “guaranteed satisfaction” and the use of “luxury” vehicles like a Lincoln SUV.
- Landing page is clean, uses trust elements (credit card logos), reinforces the price used in the ad, has a clear phone number, shows me how many steps until a confirmed booking.
- Has options in form for “family friendly” things like car seats/infant seats, wake-up call etc.
The Bad:
- Exit links on landing page to gtaa.com (flight search) and Contact Us goes to non-branded page that erodes the users trust and brand.
- Exit links to “Rate Finder” lands user on page without call-to-action or a way to convert (phone number etc).
Ad Position #1: www.aairport.ca
The Good:
- Price in ad.
- Phone number in ad (though this is also a “bad” below).
- Rates posted on landing page
The Bad:
- Ad has two phone numbers. There is no need to display a toll free number to an area that is local. Segment your ad groups better to use a toll free number in areas that would be long distance. This will give you more ad text space to promote your value-adds.
- Landing page is very dated. Use of animated .gif and poor design elements like blue text on black make for a very poor user experience.
- No use of trust indicators (credit card logos or industry certifications).
- No form.
- Call to action is located below the fold on a standard size monitor (phone numbers, email address and website URL).
- Web url, email address are not clickable.
Ad Position #1: www.aairport.ca
The Good:
- (crickets)
The Bad:
- According to the rate map, you don’t even serve me in Scarborough. Thus, your PPC management team hasn’t targeted your campaign correctly.
- Ad text doesn’t discuss prices
- URL is “.info” (always makes me think that your a scam).
- “10% discount” on all online bookings… well, there is NO WAY to book online! Even the banner on their landing page has a button called “click now to reserve” which takes the user to nothing… its not clickable. Thus, telling the user you have “10% off” in the ad text is lost.
What Can You Learn from This Audit?
- It is very important to have ad text that is closely related to your landing page. If you state a discount or sale or promotion in your ad text. Make sure your site illustrates that or converts that traffic.
- Keep your calls-to-action above the fold.
- Use updated web design and landing page design tactics.
- Use trust indicators on your website and enstil confidence in your potential customer.
- Bid strongly to ensure a top 3 ad text position. Notice how I didn’t even click or look at position 4-10?
Does your internet marketing strategy need an overhaul? Do you need a website re-design or design refresh? Want to talk to an internet marketing expert? We’re here to help, call us today: 416-616-8597