We are a Google Partner Agency, and have managed millions of dollars in Google AdWords budget, and love observing what companies are doing on the PPC Marketing front.
This is the eighth instalment of a series we call “Critiquing Your Google AdWords Campaigns”.
We Google a search term and evaluate the top 3 Google Ads as well as their landing pages for their ability to ATTRACT and CONVERT visitors.
We grade each campaign out of 10:
- 5 Points ATTRACT: the actual Google Ad
- 5 Points for CONVERT: the Landing Page experience
Let’s get started!
This week we Googled “Accounting Software”
Google Ad #1
Company: Find Accounting Software
Find Accounting Software AdWords Ad:
The Good…
- Good us of keyword (accounting software) in headline, description, and url
The Not so Good…
- If ad included something like “Dozens of Accounting programs rated and reviewed for you” – that would be more enticing.
- “Find out here” is a weak call to action. What’s in it for me? Save time? Credible reviews? I want to know more about why I should click.
- I’d include the phone number as a site link
- I’d also include sitelinks for “small”, “medium”, and “enterprise” businesses (assuming they have categories for them)
Ad Score: 2/5
Find Accounting Software Landing Page:
The Good…
- Great “credibility signals” such as “over 15 years…helped more than 100,000 businesses…etc.”
- I like the video, but it needs to be more prominent (while the superhero illustration needs to be less prominent)
- Good listing of phone number in top right hand corner
- Prominent call to action button
The Not so Good…
- Don’t make users take an extra step with “Find My Software”. They should be able to start the process from this page.
- The goal should be to capture the lead’s name and email on this step (or call-in). If you don’t get it now while they’re interested, when will you get it?
- You can’t see it in the screenshot, but linking to blogs, social media sites, etc., are what you call giving your user “outs”. Don’t provide links on your landing pages or you’re giving them a reason to leave and get distracted, keep them focused on what you want them to do.
Find Accounting Software Landing Page Score: 2/5
TOTAL ADWORDS SCORE: 4/10
Google Ad #2
Company: Intacct.com
Pinnacle Design Ad:
The Good…
- 30 day free trial, like it.
- The only AICPA recommended cloud accounting system, that’s a great credibility signal
- Product tour, buyers guide, etc. – all great site links
The Not so Good…
- A very good ad, I would have included the keyword “accounting software” in the product description rather than “accounting system”.
- I don’t know if this software is for me, if it’s designed for a certain market (e.g. SMB, enterprise) it should indicate that so to filter out non-users (and save money on wasted clicks).
AdWords Score: 4/5
Intacct.com Landing Page:
The Good…
- A fairly clear call to action with form above the fold
- Simply layout no obvious links to drive user away from the page
The Not so Good…
- I don’t think you’re going to get many people filling out 8 form fields simply to view a product demo. Period.
- I would put the product demo video on the landing page, and have the call to action be to request a quote, pricing, or more information.
- Overall the copy is not very persuasive, and does not tell me how Intacct differs from its competitors.
Intacct.com Landing Page Score: 0.5/5
TOTAL ADWORDS SCORE: 4.5/10
Google Ad #3
Company: NetSuite
NetSuite Ad:
The Good…
- Good use of my keyword in display url
- Save IT Costs up to 93% is good indicator of value, cost savings
The Not so Good…
- I would use keyword in headline – “accounting software” instead of “accounting system”
- I’m not sure “total accounting system” is tangible value
- The sitelinks (NetSuite Accounting, SuiteCommerce, NetSuite ERP) don’t really tell me anything, you’d have to be familiar with those platforms.
- As well, no indication of what type of business (small, medium, large) that NetSuite is designed for.
NetSuite AdWords Score: 2.5/5
NetSuite Landing Page:
The Good…
- Always good to highlight that you’re number #1, make it prominent like NetSuite does.
- Good, specific, and benefit-oriented copy (reduce financial close by up to 50%, save up to 93% in IT costs, etc.).
- Very visible call to action (free product tour) in two locations.
- No links = no distractions.
The Not so Good…
- Again, don’t make users have to “click” again to get to another page. Put the product tour video on this page.
- No form, no phone number = no way for someone to contact you from this page.
NetSuite Landing Page Score: 2/5
TOTAL ADWORDS SCORE: 4.5/10
Who’s Getting My Business for “Accounting Software”?
Yikes, all three examples get failing grades, this might be a first. I’ll give the edge to Intacct.com because they had a good ad, and were they only ones who attempted to capture a lead’s information on the landing page (despite it being for a product demo, which is not a good CTA).
We want to hear from you! Let us know what industry you’re in, and we’ll focus on it for our next edition of “Exemplary Examples of Google AdWords Done Right (and Wrong)! Tweet us @robertclarkey