Over the past few months, I have been searching for a school for my little son (My family just relocated to a new city).
Essentially, I have been doing Google searches. I searched for everything from review, to curriculums, to boards, to locations, to fees.
In the course, I have clicked on ads too. Way more than I generally do. Because professionally I am running Google Ads campaigns for my employer. I know the cost of clicking on ads very well.
What promptly turn out to be to me was the absence of good practices in managing ads.
In searching for a school for my kid, I Google all kinds of terms around "play school" and "Montessori education" or "nursery schools near me".
Let me tell you frankly, the experience was shocking.
Renowned schools and the wealthiest institutions in the education market are dominating the paid ads space.
It seems to me (from the way ads were functioning), schools should have hired some "professional agencies" as they are aggressively bidding on keywords around "daycare" and "preschool" and "kindergarten" to run campaigns on behalf of them.
However, the unhappiness occurs after I clicked on a few ads.
Upon clicking any ad, I landed on either the home page or the application form page.
They bid on the keywords like "childcare" and "toddlers", but they are not highlighted such as facilities, achievements, infrastructure, awards and recognitions, safety measurements, process, timings, the background of teachers, and the staff. I am not saying you put all the information in one place - over-information is dangerous as like a lack of information. You need to maintain the right balance.
There is a massive gap. It is very frustrating to me as a parent to find it difficult to get all this information easily. Rather they are pushing me to get the registration done.
Sure, the agency may have a contract - paid per successful registration.
I was willing to pay any reasonable amount for my son to enjoy the journey he is about to start. I was also looking for “installments” if any so I can avoid paying a lump sum amount.
However, I have not seen any such information.
The solution for this is simple: create landing pages according to your searcher’s psychology.
My intent as someone looking for a nursery school admission is vastly different from someone looking for generic information about a school. So accordingly select your page.
Instead, these landing pages just pushed me to their generic goal funnel without categorizing properly based on analyzing search intent.
What a waste of money! Not only I leave the site unhappily, but also my whole experience was unpleasant online. If things remain the same, I am sure the ad management team is struggling with their poor quality score.
If you are not using landing pages correctly, your time on selecting keywords and creating ads will have no meaning.
If you are serious about PPC ads, then stop sending users to a generic landing page because in return you will gain nothing. Better, take a moment to create a unique experience for visitors and promote our own brand.
Many people are ready to spend the money online today but unfortunately, the confusing landing pages hinder them to proceed.
Therefore, I ended up searching in my neighbors for their face-to-face feedback. Overall, it was a disappointing online experience for me.
Please do not do this to your customers. Please do PPC marketing in a good manner.
Essentially, I have been doing Google searches. I searched for everything from review, to curriculums, to boards, to locations, to fees.
In the course, I have clicked on ads too. Way more than I generally do. Because professionally I am running Google Ads campaigns for my employer. I know the cost of clicking on ads very well.
What promptly turn out to be to me was the absence of good practices in managing ads.
In searching for a school for my kid, I Google all kinds of terms around "play school" and "Montessori education" or "nursery schools near me".
Let me tell you frankly, the experience was shocking.
Renowned schools and the wealthiest institutions in the education market are dominating the paid ads space.
It seems to me (from the way ads were functioning), schools should have hired some "professional agencies" as they are aggressively bidding on keywords around "daycare" and "preschool" and "kindergarten" to run campaigns on behalf of them.
However, the unhappiness occurs after I clicked on a few ads.
Upon clicking any ad, I landed on either the home page or the application form page.
They bid on the keywords like "childcare" and "toddlers", but they are not highlighted such as facilities, achievements, infrastructure, awards and recognitions, safety measurements, process, timings, the background of teachers, and the staff. I am not saying you put all the information in one place - over-information is dangerous as like a lack of information. You need to maintain the right balance.
There is a massive gap. It is very frustrating to me as a parent to find it difficult to get all this information easily. Rather they are pushing me to get the registration done.
Sure, the agency may have a contract - paid per successful registration.
I was willing to pay any reasonable amount for my son to enjoy the journey he is about to start. I was also looking for “installments” if any so I can avoid paying a lump sum amount.
However, I have not seen any such information.
The solution for this is simple: create landing pages according to your searcher’s psychology.
My intent as someone looking for a nursery school admission is vastly different from someone looking for generic information about a school. So accordingly select your page.
Instead, these landing pages just pushed me to their generic goal funnel without categorizing properly based on analyzing search intent.
What a waste of money! Not only I leave the site unhappily, but also my whole experience was unpleasant online. If things remain the same, I am sure the ad management team is struggling with their poor quality score.
If you are not using landing pages correctly, your time on selecting keywords and creating ads will have no meaning.
If you are serious about PPC ads, then stop sending users to a generic landing page because in return you will gain nothing. Better, take a moment to create a unique experience for visitors and promote our own brand.
Many people are ready to spend the money online today but unfortunately, the confusing landing pages hinder them to proceed.
Therefore, I ended up searching in my neighbors for their face-to-face feedback. Overall, it was a disappointing online experience for me.
Please do not do this to your customers. Please do PPC marketing in a good manner.
Provide exceptional landing page experience.
Yours,
Partha
Yours,
Partha
No comments:
Post a Comment
Thank you. Please subscribe to our blog for more.