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 seventh 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 “Web Design Toronto” (note: if you’re looking for web design services visit us here)
Google Ad #1
Company: Walden Design
Walden Design AdWords Ad:
The Good…
- Great use of Toronto Web Design in the main headline as well as the display url.
- The 416 phone number is another signal that I’m actually dealing with an actual Toronto company
- I like how they identify who their audience is (small business).
The Not so Good…
- The “view our portfolio” could be a better CTA, as a stronger offer will help differentiate the company from other ads.
- No use of Google Maps for business
Ad Score: 3.5/5
Walden Design Landing Page:
The Good…
- I like how you’re able to browse through their website designs without leaving the page
The Not so Good…
- It’s quite dark as far as its design, and I think all that text on a dark background is breaking a couple usability and readability rules.
- There is no call to action (such as a request more info form)
- The nav items on the left are not necessary (either is the search box), as you’re just giving your prospect reason to leave the page you’ve already paid for them to visit.
Walden Design Landing Page Score: 1/5
TOTAL ADWORDS SCORE: 4.5/10
Google Ad #2
Company: Pinnacle Design
Pinnacle Design Ad:
The Good…
- Good use of Toronto in the headline as well as the 416 phone number and address, again assuring me I’m dealing with a company actually located in Toronto.
- Good use of Google Maps for small business.
- I like the “award winning” website design
The Not so Good…
- The display url should also include “toronto” or “toronto web design” to catch the prospects eye easier (all keywords are bolded in a Google ad)
- The “call for free quote” isn’t a very strong CTA. If you’re an award winning agency, I’d suggest saying something like “see the design that won x award, and how we can do same for you” (I know you’re limited with the amount of characters you can use in a Google Ad, but the point is to give your prospect extra incentive to click on your ad over the others).
AdWords Score: 2.5/5
Pinnacle Design Landing Page:
The Good…
- Nice, clean design that visually shows the company designs for desktops as well as tablets and mobile devices.
- The phone number catches your eye
- I like the “request a quote” hyperlink, but don’t make the prospect have to click to other pages if they don’t have to: put the form on this page.
The Not so Good…
- No sign of the award that was mentioned in the original ad
- Navigation links are unnecessary, you know the prospect is interested in web design, so keep them focused on what they’re looking for
- I don’t see examples of their web design work: samples should be included on this page without having to go searching for them.
Pinnacle Design Landing Page Score: 2.5/5
TOTAL ADWORDS SCORE: 5/10
Google Ad #3
Company: 9th Sphere
9th Sphere Ad:
The Good…
- Good use of my keyword (Toronto Web Design) in the headline and display url.
- Again, the 416 phone number helps identify it as Toronto company.
The Not so Good…
- No use of Google Maps for Small Business
- 16 years of experience shows credibility, but the ad is missing a CTA.
9th Sphere AdWords Score: 2/5
9th Sphere Landing Page:
The Good…
- I like the use of colour and colour palette
- The “Request a Quote” link is there, but should be more prominent
The Not so Good…
- Again, navigation links are not necessary, just giving your prospect a reason to click away from the page you’ve already paid for them to visit.
- I’m searching for “web design” but I’m also presented with logo design.
- There’s no examples of web design.
- There’s no prominent CTA, no form to complete.
9th Sphere Landing Page Score: 1/5
TOTAL ADWORDS SCORE: 3/10
Who’s Getting My Business for “Web Design Toronto”?
Pinnacle Web Design is going to get my business, having the highest score. However, all three web design companies should look to create stronger CTAs in their ads, and design custom landing pages for their PPC campaigns that includes: no navigation links, examples of web design work, and a form and/or clear 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 me @robertclarkey
Thanks for the comment Yosef. It depends who you’re targeting…is it small businesses with smaller budgets, or medium to larger sized businesses? If it’s smaller, maybe test a price range (e.g. projects starting at $XX). Also, what makes your company different, do you specialize in specific industries, do you design websites too? I’d just get a bit more specific, as well, Call Now is probably not a great CTA – people will undoubtedly want to see your work or view samples before deciding to call you. Also make sure to use site-links and callouts in