Lion Bridge Search Ads Evaluation – Very Promising and Satisfaction Likely Part – 2

Product

Similar to the Company / Website queries we do assign the very positive ratings Very Promising Satisfaction Likely only when the results respond to the exact and full query. This means, the Ad Creative promises to lead the user to a website where they could find exactly and immediately what they are looking for, and the Landing Page doesn’t include searching on the LP or across the web presence for the product, but promptly presents the desired product.

Example 1

The user query is: [couch and loveseat set]
Click here to view the Search Results

This Ad Creative is presented to the user:

Step 1
Rate the Ad Creative

The user is looking for a set of specific furniture. 

The AC is for a well-known furniture store and promises in the headline to lead to exactly where the user wants to go. The word ‘sofa’ is synonymous to ‘couch’, and the intent of the user is still completely and exactly addressed. The user would expect from this AC to be led to a landing page where they can immediately find what they are looking for. 

Though the Ad Creative doesn’t have much additional text, it seems trustworthy, and we assign Very Promising.

Step 2
Evaluate the Landing Page

In the next step the user is led to the Landing Page: Click to view the LP

The Landing Page is exactly what the Ad Creative promised: a subpage of a well-known furniture shop, dedicated to sofas (couches) and loveseat sets. 13 variations are offered, in different styles and colors. 

(Almost) all users would be satisfied with this result, since it immediately presents exactly what the user query asks for, and no extra steps are required. 

The correct rating here is Satisfaction Likely.

Example 2

The user query is: [lamp parts]
Click here to view the Search Results

The following Ad Creative is shown:

Step 1
Rate the Ad Creative

The user is looking for lamp parts. The query implies that a result with a variety of products fitting the query is wanted by the user.

The Ad Creative promises to lead the user to a website offering exactly what the user is looking for. The headline refers directly to the query. The ad text lists several different lamp parts, and highlights service descriptions. The supplementary links offer to lead the user to helpful subpages. While the advertiser is not broadly known, the Ad Creative seems professional and trustworthy. The correct rating for this Ad Creative in relation to the user query is Very Promising.

Step 2
Evaluate the Landing Page

In the next step you are asked to evaluate the Landing Page: Click to view the LP

The Landing Page layout seems a bit outdated. However, the massive product range matching the broad user query is convincing. Safe checkout is provided and overall the website seems trustworthy and dedicated to lamp parts. It is exactly what the user is looking for, and (almost) all users might find what they are looking for. The overview page is a very good result for a product group query, since all sections seem to be matching the searched product group. We can assign here Satisfaction Likely.

Service

Another option is that the user is looking for a service (provider). Also here we only assign the very positive ratings for results that are exact matches to the query.

Example 1

The user query is: [grand canyon local helicopter tour]
Click here to view the Search Results

This is the corresponding Ad Creative:

Step 1
Rate the Ad Creative

The user is looking for a specific entertainment service. 

The AC promises to lead the user to a website where they can book the queried service. The text lists some information and implies that the tours are by “Grand Canyon specialists”. There are helpful additional sub links, a phone number and reviews. 

This AC should be rated Very Promising.

Step 2
Evaluate the Landing Page

The second step is the Landing Page: Click to view the LP

The LP lists several options for tours, including tours with landing or drinks or such. There are some recaps at the top and bottom about the service provided, and the area. Further down are also user reviews. 

This result is what the user is looking for, without extra steps, and should be rated as Satisfaction Likely.

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