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google adwords example

Examples of Google AdWords Done Right (and Wrong) for Keyword “Subscription Billing Software”

By Robert Clarke | GOOGLE ADWORDS, Pay Per Click | Comments are Closed | 10 July, 2017 | 1

We are a Certified Google Partner, and love seeing what brands are up to with their Google AdWords budget.

This is the 14th 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 “Subscription Billing Software”.

Google Ad #1
Company: Aradial

Google AdWords Ad:
google ad example
The Good…
  • I like how they identify the audience (ISPs, Wifi, etc.)
The Not so Good…
  • I’m searching for “subscription billing software”, not sure what “converged billing” is
  • If your solution is only for certain industries/verticals such as ISPs, you need to include that in the main headline (don’t always count on people to read anything past the headline)
  • No sitelinks
  • No offer or Call to Action
Ad Score: 1/5
Google AdWords Landing Page:
google adwords landing page sample
The Good…
  • Identification of audience (ISPs)
The Not so Good…
  • Not using a landing page but driving users to website, where they can click navigation links, read about news, or visit your Facebook page (in other words, taking them off the conversion path)
  • Far too much text
  • Very poor design
  • No visible phone number, form, or Call-to-Action.
Google Landing Page Score: 1/5
TOTAL ADWORDS SCORE: 2/10

Google Ad #2
Company: Vindicia

Google AdWords Ad:
google adwords ad example
The Good…
  • My keyword (Subscription Billing) right in the headline and display url
  • “Free Trial” CTA right in the headline
  • Helps reduce customer churn 25% (that’s a good thing)
  • Nice use of sitelinks
The Not so Good…
  • Nice use of sitelinks, but I don’t know what “better serve millennials” means
  • Doesn’t indicate who product is for (e.g. SMB, Enterprise, or both)
  • Should add a sitelink for reviews
  • No mention of pricing, but that would be something worth testing
AdWords Score: 3/5
Google AdWords Landing Page:
google landing page exampleThe Good…
  • Nice key messaging about how the solution isn’t just another cost, but helps your business grow revenue
  • A contact form
The Not so Good…
  • Need to remove links and use a dedicated landing page (e.g. don’t send users to website)
  • Too much text, shorten it down and make use of bullet points
  • The form doesn’t tell you what you’re getting – if I’m getting to “try” the software, am I getting a free trial? What happens when I click “submit”?
  • The form is too long, try removing unnecessary fields such as industry, job title, and annual company revenue (you can get that information later).
Google Landing Page Score: 2/5
TOTAL ADWORDS SCORE: 5/10

Google Ad #3
Company: Quickbooks/Intuit

Google AdWords Ad:
google ad example billing software
The Good…
  • Online Billing Software in headline – good
  • Start my free trial CTA – good
The Not so Good…
  • I’m specifically searching for “subscription billing software”, so not sure if this is a match
  • Need to identify the audience better – is it for SMB, larger businesses, or both?
  • Use keyword in display url
  • Sitelinks to reviews and/or ratings would be helpful
Google AdWords Score: 2.5/5
Google AdWords Landing Page:
quickbooks landing page exampleThe Good…
  • Well designed, great visuals
  • Video on landing page is very key
  • Nice clear CTAs above the fold
  • Does well to highlight credibility (#1 online accounting solution, 1.5+ subscribers, etc.)
  • No navigation links except to sign in or sign up – nice
The Not so Good…
  • I’m not so sure about having two CTA buttons, are people going to buy the software before they take it for a free trial test drive?
  • No mention of whether it will help me with “subscription billing software”
Landing Page Score: 3.5/5
TOTAL ADWORDS SCORE: 6/10
Who’s Getting My Business for “Subscription Billing Software”?

This is a tough one, as although Quickbooks had an overall higher score (6/10), neither the ad or landing page specifically mention “subscription billing software”.

Thus, even though Vindicia had a lower ad and landing page score, their emphasis on “subscription billing” and growing my revenue may give them the slight edge.

Need Help with Your AdWords?

We are a Google Certified Partner that have helped generate thousands of quality leads and sales for our clients. Check out our PPC Services.

PPC Services
aradial, google adwords examples, intuit, quickbooks, vindicia

Robert Clarke

Robert is Chief Marketing Officer at Sensei Marketing, a Full-Service Digital Marketing Agency located in Toronto, Ontario.

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