So recently I’ve been doing some research on PPC Tools and one of my choices to review was the well-known Adalysis. Overall, my thoughts on this software were very positive and most of their users recommended it. However, this morning I was browsing through a newspaper’s website when I bumped into this:
As much as this helps to prove their remarketing campaign is very effective (although maybe not, since I still haven’t signed up!), I have so many thoughts on it that not only had to reconsider my own review on it, I also decided to make an article about it. So let’s review Adalysis’s own Ad, shall we?
The first thing that caught my eye was this “Best PPC Tools” award. This sounds a lot like those small (and probably very good) pizza shops with signs that say “Best Pizza in Town”. I have no idea who defined that that is the best pizza and the same thing happens with this PPC Tools awards. When did they happen and where are we supposed to check that they in fact gave it to Adalysis? It sounds very sketchy to me. In my opinion, they should’ve gone for something a little less bizarre, they easily could have said “Top PPC Tool in the market” which maybe isn’t true but it doesn’t sound as fake as “Winner” of a PPC Tools award.
Of course, the usual qualification applies: maybe such silly wording really does convince lots of people to buy–so maybe it is more effective! I would just bet that this isn’t the winning version.
Second, I need to make a HUGE point on the wording of this Ad. I’m aware that nowadays all of us are trying to use as few words as possible, but we can’t reach this level of abuse. “Start Free Trial”, yes you know what it means, but doesn’t it sound like something is missing? Couldn’t it have been “Start Your Free Trial”? Yes, and it would have sounded much better. In fact, I don’t think “Start Free Trial” is grammatical English.
But then the non-grammar continues: “Quality Score Tools — Ads Tools — Landing Page Tools — Keywords Tools!”, but why on God’s name did they write “Ads Tools” and not the grammatically correct (and one character fewer) “Ad Tools”? That sounds better, is more natural, and avoids an awkward non-English “Ads Tools.” Okay, I can imagine the “Start Free Trial” as possibly getting more conversions but not that “s” making a difference.
These things lead me to think: Is Adalysis using their own tools to create their Ads? I mean, I believe so but I don’t think it’s helping them much. This whole Ad shows a pretty big lack of effort, it’s like a copy-paste of any Ad template out there. If I were looking to buy or subscribe to a new software on PPC Tools and happened to see this Ad, would I choose them? I don’t think so. No matter how many “Best PPC Tool” prizes they won, if they gave this amount of thinking, creativity, and effort to their own Ad, how can I trust them to do it better when it comes to my PPC campaign?
In my opinion, no matter how good a tool is said to be, they need to pay attention to this sort of stuff. Everyone should, but doubly so a PPC tool maker. Maybe not every person in the PPC world will make my extreme analysis (or should I say “Adalysis”?) on it, but what if they do? If you were hiring a chef, you would probably care about how their food tastes. Well, this works just like that, if you are hiring someone to handle your Display Ads campaign, you will care about how their own looks and how effective it is.
To conclude, I think it’s important to highlight that I have nothing against Adalysis and I even gave them a great review on my research, but I do believe even the best ones have to make an effort to remain on the top. Nowadays, the PPC market is getting more and more competitive and users make their choices based on more than just the features a software offers but their publicity campaign matters just as much, especially in this field. My tip for you guys, and of course you can feel free to ignore it, is to pay your marketing campaign as much attention as you’d pay to creating and developing your product.
Mora is a PPC Analyst at Hellbent Digital at work, and a theater nerd when not at work. And it turns out understanding theater—that is, how to put on compelling live shows that engage the audience—is a very useful skill for understanding digital marketing.