Hi there,
SEO Tools are everywhere, with any kind of purpose and for various user types. But in this case, we will cover 3 biggest players in the SEO space, and they are: (1) MOZ, (2) Semrush, and (3) Ahrefs. We will deep dive into how they use the paid ads from Meta & Google to actually drive new user acquisition.
[DISCLAIMER: This article is made for purely educational purposes to our reader, and all of the image, video, and landing page is a screenshot that is taken from either Facebook ads library, Google Ads Transparency Center, or each Brand own website].
That’s for the intro, here we go.
MOZ Meta Ads
Image source: Meta ads library
MOZ offering 30 days free trial for their PRO feature using their mascot as part of their ad creatives, and using “take your SEO to the next level” as the ad copy on the visual.
And if you click on their ads, you will get redirected into this URL: https://moz.com/moz-pro-free-trial?utm_source=%7B%7Bsite_source_name%7D%7D&utm_medium=cpc&utm_campaign=mozpro_lookalike
As we can see from their landing page url’s UTM, they are targeting the Lookalike audience of a custom audience of people that are already using Moz Pro.
Below is the landing page of the MOZ ads itself. As we can see 3 yellow CTA button to “start my free trial” OR “get the right tools”. Also showing their G2 leader badge, telling what you can do with MOZ Pro. There is also a video about introduction to Moz pro campaigns, and the testimonials in the lower section.
Semrush Meta Ads
On the other side, Semrush using the quantity of tools as their angle in this ads. 55 marketing tools in 1, beat the competition now, try the free trial. The ad creatives itself using an motion video.
Then they use this as the landing page:
https://www.semrush.com/lp/myterms-competitive-research/en/
What is interesting from the landing page:
- Using the headline “beat the competition in less time”
- Using cool motto that relavant to SEM/SEO community: #mylife myterms.
- Showing big client lists (tesla, p&g, etc)
- Showing dashboard screenshot
- Explain features
- And testimonial of users, of course.
Ahfres Meta Ads
Ahrefs on the other hand focus more to advertise their blog on meta ads.
Simple and straightforward ad creatives with blue color as the background, and their iconic font type to write their ad copy visual. In this example they advertise their blog “10 things you can do in Ahrefs for free”. For this type of content, I bet they are targeting the SEO related interest OR digital marketing related interest as their target audience, since targeting broad audience that not related with digital marketing & SEO field will reduce their CTR and skyrocket their CPC/ any cost per results.
You will get redirected here: https://ahrefs.com/blog/ahrefs-free-tools/ once you click the ad.
MOZ Google Search Ads
Free 30-Day software trial still their best offer that repeatedly using on meta, and also this Google search ads.
MOZ Google Display Ads
Same as the search ads, the 30 day trials also seen in the google display ads/GDN, with https://moz.com/moz-pro-free-trial as the landing page.
Semrush Google Video Ads
We see lots of language variation here on the Semrush video ads, and this means they are doing international campaigns, but using native language as part of the localization effort. This usually done in order at more relevance to their target audience, and increasing CTR.
Image Source: Google Ads Transparency Center
Ahrefs Google Search Ads
On the other hand, Ahrefs focus on the speed of their site crawl feature by states “Run a site crawl in minutes” on their headline.
We see offer & feature as the two main things of that focused on the ads messaging of this 3 SEO tools giants. Maybe We can learn something from them.
That’s it for now. Thanks.
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