This is the second 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’re looking for a pre-owned vehicle in Oakville, so we Googled “2010 vw golf oakville”
Google Ad #1
Company: Volkswagen.ca
Volkswagen.ca AdWords Ad:
The Good…
- Well, obviously you can’t get much more relevant than the Volkswagen site when searching for a Volkswagen
The Not so Good…
- The ad showcases a new 2012 VW Golf, but my search is for a 2010
- I’m searching locally for a car, so again, not very relevant to my needs
AdWords Score: 1/5
Volkswagen.ca Landing Page:
The Good…
- It’s a nice looking website, and I do see a “Find a Dealer” button in the top navigation
The Not so Good…
- Realistically I wouldn’t have even clicked on this ad because it wasn’t relevant enough to my search, and this page offers me little in terms of pre-owned Golfs in Oakville area.
Volkswagen Landing Page Score: 0/5
TOTAL VOLKSWAGEN ADWORDS SCORE: 1/10
Google Ad #2
Company: Autotrader.ca
Autotrader.ca AdWords Ad:
The Good…
- Used VW Golf right in the headline, that’s good
- The url is very relevant
- I like the 300,000+ vehicles, I know I’m going to have a lot of choice
The Not so Good…
- I don’t any mention of the “2010” model I’m looking for
- I don’t see any mention of “Oakville” in ad as my location
- “Find great deals” is not exactly an irresistible offer
AdWords Score: 3.5/5
Autotrader.ca Landing Page:
The Good…
- I’m seeing a couple results for VW Golfs in Toronto and Mississauga, so that’s fairly close to Oakville
- In the search tool, the model I’m looking for is already pre-populated, nice touch!
The Not so Good…
- I was hoping to see results for Oakville VWs first, but at least I can easily input the information in the search tool.
Volkswagen Landing Page Score: 4/5
TOTAL AUTOTRADER ADWORDS SCORE: 7.5/10
Google Ad #3
Company: Audi Centre Oakville
Audi AdWords Ad:
The Good…
- I see the word “Oakville”, and that’s really the only relevant thing about this ad
The Not so Good…
- The ad is basically irrelevant to my search. It’s like Googling “baseball glove” and getting results for a “basketball”.
Audi AdWords Score: 0/5
Audi Landing Page:
The Good…
- It’s a nice site design, but I wouldn’t have clicked on the ad as well, I’m not searching for an Audi.
The Not so Good…
- See above 🙂
Volkswagen Landing Page Score: 0/5
TOTAL AUTOTRADER ADWORDS SCORE: 0/10
Who’s Getting My Business for “2010 vw golf oakville”?
Autotrader.ca wins it running away, as it’s the only campaign that was relevant to my search for a pre-owned VW Golf.
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