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.
airport limos search
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
airport limos
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
air best limousine airport limo
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
airport limo
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
