Improving Landing Page Experience and Quality Score for Google Ads

What are landing page experience and quality score and how do they drive your Google ads? Knowing what these two things are and how to optimize them are essential to running good and cost-effective ads on Google. 

Landing Page Experience

Google Ads describes landing page experience, as the measure of how well your website gives the people who click on your ad what they are looking for. This landing page experience will affect how your ad is shown to people, so it’s important to make sure that you have some of the key elements of a good landing page. 

These elements are:

  • Offering relevant and useful content
    • Your landing page should be directly relevant to your ad group and the keywords within it. If you’re targeting people looking for a specific thing, then the landing page they land on should not end up on a general page for all products like that product. However, if someone is looking for more generalized information, they shouldn’t end up on a landing page that is geared towards one particular product or service. 
  • Be transparent and clear on your website 
    • Your website should clearly state what your website does and what services or products you provide. Your contact information should be easily accessible to visitors of the site. When requesting personal information from customers be clear about where it is going and what you’ll do with it. 
  • Navigation on mobile and website should be easy
    • People don’t want to hunt for information, so make sure that what people are searching for is easy to find. Your site shouldn’t feature a lot of pop-ups that annoy customers and distract them from their intent. Help customers find the content they’re looking for by prioritizing the content that is above-the-fold.
  • Landing page that loads quickly
    • When someone clicks on your ad, the landing page should load quickly for them, whether it’s on mobile or desktop. 
  • Make your site faster
    • Your website should be quick and efficient to use. The longer people have to wait for a site to load the more likely they are to exit from it, and the less likely they are to view other pages on the site.  

Learn how to improve your retail website landing page & experience HERE.

Quality Score

Quality score is described as an estimate of your ads, keywords, and landing pages. Quality score essentially factors in every aspect of your ad and how relevant and effective it will be for the users who it is displayed too. Having a high-quality score can lead to lower ad bids and better positioning. Improving the 3 factors that determine your quality score is essential in your ad performing well.

These 3 factors are:

  • Expected Click-Through Rate
    • Your expected click-through rate determines how likely it is that your ad will be clicked on when shown for your keyword. Google looks into how this keyword has performed in the past when looking at this. This is a prediction and has the ability to affect the prominence and visibility of your ads.
  • Ad relevance
    • The ad relevance score is indicative of how well your keywords relate to your ads. To keep your ad relevance in good standing it’s good to keep a tight group of keywords that are fairly specific together.
  • Landing page experience 
    • As discussed earlier, landing page experience is very important for your ad. You want to make sure that your page loads quickly and that the customer can easily find the information that they were looking for on the page. 

In Conclusion

Overall, there are a variety of different factors that can alter the effectiveness of your Google ads. Landing page experience and quality score are just 2 factors that you should consider and pay attention to. The landing page experience of your ad has the ability to impact your quality score, but it is not the only thing that impacts your quality score. Therefore, you may have a low-quality score and a great landing page experience or a bad landing page experience and a good quality score. If you can keep both of these operating at high levels, then you are in good shape to pay lower for your bids and have better placements and results for your ads!

 

Resources:

https://support.google.com/google-ads/answer/2404197

https://support.google.com/google-ads/answer/1659696

https://support.google.com/google-ads/answer/14086?hl=en&ref_topic=24936

https://support.google.com/google-ads/answer/140351?hl=en&ref_topic=24936