Help Critique My Local Online Ad? Thanks!

[MikeLierman]

I just recently decided to pay $59 for a premium prefered online ad on KSL Local (a big thing in Utah). I've had over 300% increase in impressions on my ad (meaning that it was seen on the results list when someone was looking for computer repair in my area).



However, as you can see from the graph above, despite the increased impressions, I've had absolutely no increase in clicks (views) on the ad, which means people are skipping mine and not even clicking on it. So I figure I'm probably going to be dealing with more of what the first sentence or two is on the ad and stuff.

Can you guys help me out? The ad runs for 5 weeks. And it started July 5th. I see this as a great potential as I'm getting over 300% increase on impressions, so I want to convert those. Thanks!!

Edit: (7-11-11) Thanks for everyone's help! I have now removed the links so that I can track my natural impressions and clicks.

 

[Jeffreynya]

Honestly I would click on the 2nd one myself. The Affordable computer repair.

Its to the point. Has a call to action and does not talk about what there passion is only what they do. People don't really care if its your passion or not, they just want their stuff fixed and the other ad says it better.

you have this: "Diagnosing and eliminating computer problems and technical roadblocks is our passion."

they have: "Affordable On-Site Computer repair serving Salt Lake and Utah County"

If you were a customer, which would you choose?

 

[Craven_Morehead]

Alright, none of what your about to read is meant to offend you.

Well the first thing I notice is the guy right below has a 5 star rating. So, please have one of your past clients review you asap! I doubt anyone will click on your ad thanks to him having that over you.

Well, your ad isn't great. However, the bigger problem is
"Affordable Computer Repair" being right under you.

This is his advantages over you:

He has both orange and red in his pic, which draw the eye.

His copy is to the point, and well, yours beats around the bush.

He also has an attractive name, so you got to one up him. Your ad needs to stand out more; your logo isn't exactly eye catching, nor does it entail what you do.

When people search "computer repair" I doubt they'll know what Invise solutions is.

Here's a thought, if you offer free diagnostics or tune up, spout that at them FREE Diagnostic/Tune Up! (Don't use both...)

Remember nobody will bother reading what you wrote, unless it catches their eye. Basically right now, this : " Diagnosing and eliminating computer problems and technical roadblocks is our passion." is useless. I sure I'm one of the few who actually read it. Besides, why would someone even want to read that? I doubt that text will sell you, so you wont get clicks.

Try incorporating words in copy like: Fast repairs, Laptop repair, Certified professional,Guaranteed Work, FREE pick up and delivery. You need copy that sells, not something that talks about you liking your job.

Don't forget to push them to call! Have something like call now or call today!


Start with the review first. That's hurting you right now.

Then move on to changing the pic to something more eye catching.

Finally, rewrite your ad copy.


So in a nutshell, be different and stand out.

Ask yourself this, why should I call you when there are others that do the same thing? What will you give me or do, that I can't receive elsewhere?

Answer that, then incorporate it in your ad.

 

[RichmondTech]

A title that says "affordable computer repair" AND 5 stars? Hell yeah I'm clicking on that one!!!

 

[Cambridge PC Support]

A title that says "affordable computer repair" AND 5 stars? Hell yeah I'm clicking on that one!!!

Me too, and my computer isn't even broken!

Seriously though, I'd drop the word "professional" as to me it appears to only be computer repair for professionals - unless that's who you're targeting of course.

Maybe go for:

Laptop & Computer Repair - Expert, Friendly & Affordable

 

[16k_zx81]

Seems to me there are four elements you have control over in the list of results that is produced by a search term on that site:

1. position. If you can get #1, you will get clicks just because you're number one. This is a no-brainer. Accordingly, if you can bump your place, and its cost-effective to do so, then bump it.

2. Tagline - the fact that number one has a cool tag line (which I assume is also his business name) makes him very competitive. If I was in your position, I would forget about including a business name in that tagline if I could get away with it and change the text to something like >>CLICK HERE<<

3. The thumbnail. I would ditch the photo of the pc and make up a really nice looking vector designed specifically for that spot. Lettering only. Professional standard of graphics.
No offense but that red-screen with the handwriting font on it is FUGLY with a capital F. The image should be a click-magnet. Looks great and offering something people want.

4. Reviews. I see you have done the smart thing and got a review. I would get as many people as possible to write these and bomb the site with them. Good peer reviews sell services: this is a fact. Fact 2: twenty good peer reviews is more likely to sell services than one good peer review. These things work in stacks, not as single-lines. Get more reviews.

___

On your actual page (not your website, the page on that site that comes up when people click on you), heres what I would do:

1. ditch the random-looking collection of icons on the right and get more vectors made up - pro quality graphics - lettering only - selling the 4 most popular / in-demand services you offer. Make it as relevant and eye-catching as you can.

2. Ditch the fine print and just have one large vector on the left that says "50%-off special! THIS MONTH ONLY! - Visit website for details"

This will get you clicks. After you've got the clicks you need to figure out a way to convert customers once they get to your site. Fact is without those clocks you have zero opportunity to take the process any further. Pull out all the stops to get the clicks.

----

This is a 3-4-stage sales funnel.

search->
results->
your page on that site -> [skipped if customer clicks on url link from search results]
the page the site links to on your own domain->
the page on your site for the service the customer actually wants, and any subsequent reading they do on your site that gets them to pick up the phone ->
=the phone call or email from the customer.

You need to dispense with conventionality and think in terms like:

"For each stage of this process what is the thing I can do that will GET THE MOST CLICKS?"

Get the clicks to get them on your site to get them to phone you.

By the way, I was quite impressed with your landing page (/ on your website). Its very good

Hope it helps.

 

[MikeLierman]

Alright, none of what your about to read is meant to offend you.

Well the first thing I notice is the guy right below has a 5 star rating. So, please have one of your past clients review you asap! I doubt anyone will click on your ad thanks to him having that over you.

Well, your ad isn't great. However, the bigger problem is
"Affordable Computer Repair" being right under you.

This is his advantages over you:

He has both orange and red in his pic, which draw the eye.

His copy is to the point, and well, yours beats around the bush.

He also has an attractive name, so you got to one up him. Your ad needs to stand out more; your logo isn't exactly eye catching, nor does it entail what you do.

When people search "computer repair" I doubt they'll know what Invise solutions is.

Here's a thought, if you offer free diagnostics or tune up, spout that at them FREE Diagnostic/Tune Up! (Don't use both...)

Remember nobody will bother reading what you wrote, unless it catches their eye. Basically right now, this : " Diagnosing and eliminating computer problems and technical roadblocks is our passion." is useless. I sure I'm one of the few who actually read it. Besides, why would someone even want to read that? I doubt that text will sell you, so you wont get clicks.

Try incorporating words in copy like: Fast repairs, Laptop repair, Certified professional,Guaranteed Work, FREE pick up and delivery. You need copy that sells, not something that talks about you liking your job.

Don't forget to push them to call! Have something like call now or call today!


Start with the review first. That's hurting you right now.

Then move on to changing the pic to something more eye catching.

Finally, rewrite your ad copy.


So in a nutshell, be different and stand out.

Ask yourself this, why should I call you when there are others that do the same thing? What will you give me or do, that I can't receive elsewhere?

Answer that, then incorporate it in your ad.

It most definitely didn't offend me at all. It was exactly what I needed to hear and was asking for!! Thank you!

Me too, and my computer isn't even broken!

Seriously though, I'd drop the word "professional" as to me it appears to only be computer repair for professionals - unless that's who you're targeting of course.

Maybe go for:

Laptop & Computer Repair - Expert, Friendly & Affordable

Seems to me there are four elements you have control over in the list of results that is produced by a search term on that site:

1. position. If you can get #1, you will get clicks just because you're number one. This is a no-brainer. Accordingly, if you can bump your place, and its cost-effective to do so, then bump it.

2. Tagline - the fact that number one has a cool tag line (which I assume is also his business name) makes him very competitive. If I was in your position, I would forget about including a business name in that tagline if I could get away with it and change the text to something like >>CLICK HERE<<

3. The thumbnail. I would ditch the photo of the pc and make up a really nice looking vector designed specifically for that spot. Lettering only. Professional standard of graphics.
No offense but that red-screen with the handwriting font on it is FUGLY with a capital F. The image should be a click-magnet. Looks great and offering something people want.

4. Reviews. I see you have done the smart thing and got a review. I would get as many people as possible to write these and bomb the site with them. Good peer reviews sell services: this is a fact. Fact 2: twenty good peer reviews is more likely to sell services than one good peer review. These things work in stacks, not as single-lines. Get more reviews.

___

On your actual page (not your website, the page on that site that comes up when people click on you), heres what I would do:

1. ditch the random-looking collection of icons on the right and get more vectors made up - pro quality graphics - lettering only - selling the 4 most popular / in-demand services you offer. Make it as relevant and eye-catching as you can.

2. Ditch the fine print and just have one large vector on the left that says "50%-off special! THIS MONTH ONLY! - Visit website for details"

This will get you clicks. After you've got the clicks you need to figure out a way to convert customers once they get to your site. Fact is without those clocks you have zero opportunity to take the process any further. Pull out all the stops to get the clicks.

----

This is a 3-4-stage sales funnel.

search->
results->
your page on that site -> [skipped if customer clicks on url link from search results]
the page the site links to on your own domain->
the page on your site for the service the customer actually wants, and any subsequent reading they do on your site that gets them to pick up the phone ->
=the phone call or email from the customer.

You need to dispense with conventionality and think in terms like:

"For each stage of this process what is the thing I can do that will GET THE MOST CLICKS?"

Get the clicks to get them on your site to get them to phone you.

By the way, I was quite impressed with your landing page (/ on your website). Its very good

Hope it helps.

Very extremely informative!! Thank you so much! I've taken a few hours and revamped my entire ad, tag-line, logo, etc. Hopefully it's a lot better. We'll see in the morning when everyone in Utah wakes up. It's 3am here right now.

Thank you so much to everyone who commented and gave feedback! You guys rock! Love Technibble! <3

 

[Craven_Morehead]

Your ad looks better. However, I noticed that he got a higher rank?

I'm no KSL search expert, but here's what I think.


My guess would be that his ad is more relevant to the search term now. Before when you were on top, you had the words" computer repair" two times (title and text), which gave you the top spot. Notice when you changed the title you went down. Also, notice that other professions with the word "repair" show up in the results.

See if you can find a place for the word "computer repair" in the title and the text and still sell yourself. Just see how well your current text and placement do for the day, then change it.

16k_zx81 had some good idea for getting more clicks, so read over his suggestions.

 

[moto_monkey]

My impressions of the top 4 listings:

I know the generation of the avatar image sizes is probably automated but..

Affordable Computer Repair
The avatar style image is blurred. I know its not a show stopper but to me it shows a lack of attention to detail not to compensate for the auto sizing of their graphic by the listing service and the resulting blur.

Justin Holmes Computer Solutions
I like the avatar image, but it could use some text about the business.

Invise Solutions Computer Repair
I like the background of the image, the computer and monitor convey a clear message that this is a computer related business. The Invise Solutions Computer Repair text is a little blurred. The Invise Solutions text I would like to see bigger if possible. The white Free Pick-up text takes away from the computer/monitor part of the image and makes the image background a little harder to make out, is cluttered. I would suggest putting the Free Pick-up text above the computer/monitor part of the image as a rectangular block with a bright background with the text overlayed, you could even do a starburst type graphic for that text to really make is stand out.

No name computer service with the W7 logo and "Windows 7 - The Complete Guide" (?)
A little confusing. Are they selling a W7 guide or what? Did they simply rip the logo? I would avoid this company.