We are a PPC Management Company with Google Partner status, 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 12th 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 into leads.
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 “Supply Chain Management Software”. As this is a solution for enterprise and large businesses, the Cost Per Click (CPC) is over $20.
Google Ad #1
Company: 3PL Central
Google AdWords Ad:
The Good…
- “Supply Chain Software” right in the header, good stuff.
- They identify who the audience is (3rd Party Logistics Providers), that’s very key as you want to dissuade those who aren’t in your audience from clicking on your ad.
- Good call to action: 30 Day free trial.
The Not so Good…
- No use of Google callouts (see examples on next ad).
- No use of call extension (phone number).
- No use of 3rd party reviews.
Ad Score: 2.5/5
Google AdWords Landing Page:
The Good…
- I like the “Top 100” award in the upper right hand corner (instead of hiding it somewhere near the bottom).
- The headline gets straight to the point: it’s powerful, affordable, and for the cloud.
- Well-designed.
- Nice clear call-to-action button.
The Not so Good…
- Need to use the keyword from original search – “supply chain software” not “warehouse management software”
- There’s not a lot wrong about this page, I’d recommend listing some customers and a few testimonials.
Google Landing Page Score: 4.0/5
TOTAL ADWORDS SCORE: 6.5/10
Google Ad #2
Company: InfoCanada.ca
Google AdWords Ad:
The Good…
- “Supply Chain Software” keyword in the headline, and the keyword in the first description line, good stuff.
- Good identification of audience “for your small business”.
- Good use of sitelinks (the links in the bottom line that take you directly to that page).
The Not so Good…
- Don’t focus on features, focus on benefits.
- No call to action.
- No phone number, third party reviews, or callouts.
AdWords Score: 2.5/5
Google AdWords Landing Page:
The Good…
- A prominent phone number and contact us button.
The Not so Good…
- This is not a landing page, it’s a page on their website with navigation, search, and a lot of other things that can distract the visitor and take them off the conversion path.
- Bad message match: the ad mentions “Supply Chain Software” but this landing page is all about Warehouse Management System.
- Why is there a form to signup for a newsletter?
- Poor design, way, way too much text.
Google Landing Page Score: 0.5/5
TOTAL ADWORDS SCORE: 3/10
Google Ad #3
Company: NetSuite
Google AdWords Ad:
The Good…
- Supply Chain mentioned in both headline and display url.
- Nice credibility boost – “30,000 customers”
- Good identification of audience (20+ employees)
The Not so Good…
- No mention of it being “software”.
- “One System for the Entire Business” isn’t very compelling.
- Why including links to “NetSuite Accounting” and “SuiteCommerce” – not relevant to my search.
- No phone number.
- Not a strong call to action with “Free Product Tours”
Google AdWords Score: 2/5
Google AdWords Landing Page:
The Good…
- Well designed, simple landing page with obvious CTA.
- No navigation or links to distract user.
The Not so Good…
- Mixed messaging: the ad was about “supply chain management” whereas this page is about “inventory software”.
- For the “free product tour” where is the form? Why make user have to click again?
- The landing page doesn’t really talk about the benefits of their platform, the four points are more about features.
Landing Page Score: 2.5/5
TOTAL ADWORDS SCORE: 4.5/10
Who’s Getting My Business for “Supply Chain Management Software”?
3PL Central had a so-so Google ad, but a really strong landing page, whereas the Accellos and NetSuite both lacked with their ads and landing pages.