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 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.
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!
Over the past decade, social media platforms have been popping up and evolving at a skyrocketing rate. This has made it increasingly important for businesses to take advantage of the platforms in order to stay connected with customers.
This change in culture is forcing many small business owners who are not familiar with having an online presence to adapt and learn new things.
1. Decide the Platforms that are Best for You
There is a wide variety of platforms to choose from when making the decision of where you would like to connect with customers. It’s important to consider a variety of different factors when choosing what is best for your brand. The demographics of your customers are important to know, as different genders and age ranges are more prevalent on certain platforms. Recognizing these trends will help you make the decision that is best for your small business.
2. Understand Your Audience
Knowing who your business’s audience is and what they are interested in is essential for using your social media presence to your benefit. Therefore, you should take the time to understand the demographics and interests of your audience. This will help you in your quest for choosing the best platforms to use in order to connect and it will also help you understand what content will be most engaging.
3. Get Creative
Once you have an idea of who your audience is and what they find engaging, you can begin to create content that will keep them interested in your brand. It’s important to remember that a lot of businesses are using social media these days, so in order to keep people engaged you want your content to not just try to sell them something but to be creative and interesting. Keeping your customers up to date with employees and ways that you are engaging in your local communities is also important for local small businesses.
4. Interact with Your Fans
Social media is a great way to not only let your customers know what’s going on, but also to connect with them directly. Make sure that when fans of your social pages are commenting/messaging you that you reply back in a timely manner. This shows them that you care about them and your social platforms are not just a means to promote monetary gain but also to connect directly.
5. Stay Engaged
Staying consistently engaged on your social platforms is important. With people’s access to a wide variety of different people and brands on social, you posting once every other week will not be enough to stay relevant. You want to try to post multiple times a week and use a variety of different tools the platforms offer you, like stories, in order to stay engaged on a daily basis.
Social media platforms are one of the easiest and most effective ways to stay in constant contact with customers in this day and age, especially for local small businesses. Learning the best practices to keep your content engaging and geared towards your target audience is essential if you want to see your interactions on social convert into results!
In today’s digital world, your business presence online and understanding your presence online is essential for vitality. Google offers a web analytic service called Google Analytics that tracks and reports your website traffic.
Navigate to the Google Analytics homepage.
You will want to make sure that you are signed in to your G Suite email account. In the top right corner of the Google Analytics homepage, you see the option to ‘Sign in to Analytics’ or to ‘Start for Free,’ you are going to click the ‘Start for Free’ button.
This will bring you to the landing page to set up Google Analytics. Click ‘Set up for Free’ and begin personalizing your account.
Here is where you will begin to create and customize your account with the following information:
- Account Name
- What are you looking to measure? (Web, Apps, Web & App)
- Property Setup (Website name, Website URL, Industry Category & TImezone)
Once your account information is set up, you will be brought to the page that gives you your tracking code.
Copy this tag and apply it to the header of every page on your associated website. This code will be how Google tracks your site’s analytics.
Setting up your Google Analytics account is quick and easy while also providing you with valuable information about your websites visitors. Follow these steps and get analytics up and running on your site today!
Apple’s iCloud has long been recognized as one of the easiest to use and most complete cloud services out there. The tool can be used for various applications and integrates Apple’s calendar function, email, and iWork’s document sharing features. While the tool is largely popular among everyday consumers, it can also be used in a business setting. As a matter of fact, if you’re a business owner and aren’t using iCloud to its full potential, you might be cheating yourself out of one of the most powerful tools in your arsenal. Let’s take a look at a few reasons why mastering iCloud’s functions could benefit your small business.
iCloud allows you to access any of your documents from any of your Mac devices, whether it’s your tablet, PC, phone, or laptop. While it might be great to be able to watch a lecture or listen to videos you have stored on your laptop on your phone, businesses can unlock its power to access important documents and share them seamlessly.
Another great thing about iCloud is that it can be used with third-party tools like PieSync and allow you to transfer contacts between your iCloud and various other apps automatically in real-time. PieSync’s two-way sync feature also allows apps to communicate directly with your iCloud. That means that contacts added to your CRM or your mailing lists could be automatically imported to your iCloud, allowing you to contact them directly one on one. Being able to automate that process will save you a lot of time, and also allow you to build a list of critical contacts much more easily.
Being able to always have a backup option is another great feature to have. You just never know when malware will strike, and you don’t want to lose documents because you didn’t have a plan B. Even at its relatively high price, iCloud is a great investment in your document security.
Remote work is the word of the day at the moment, and iCloud makes it that much easier. You could let specific members of your team access, share, and modify documents. You can check changes and make amendments on the fly. You can pass customers to salespeople on your team, or vice versa, and your employees won’t have to think about sending documents to their personal inbox for when they get home.
Another great thing about iCloud is its reading list sync option. This option allows you to save articles you may have consulted on any device and broadcast it to the cloud. This could be a great option if you want your marketing department to create content for instance, or if you want your employees to learn about recent changes in compliance standards.
iCloud can be a powerful application for any business, and if you aren’t using it yet, we strongly suggest that you learn how to implement it immediately, especially if you’re trying to run a leaner and more agile remote operation.
Staying in contact with customers is essential in order to keep them interested in your business. One of the most beneficial ways to stay in contact is through email delivery. This means that the effectiveness of the delivery of your emails is essential to your business’ success!
Having ongoing hands on experience from knowledgeable experts is key in order to maintain your email delivery effectiveness. Getting a managed service approach is an excellent option in order to keep up with this maintenance on a regular basis.
The first step is for the email management team to do an onboarding process and analyze your email sources in order to get a better understanding of why your emails may not be getting delivered or opened. This will also give them the opportunity to detect any fraud or phishing attempts and make efforts to protect your email source from this.
Once the onboarding process has been completed, the management team can begin to implement deliverability technologies to make your delivery more effective. Monitoring the email delivery and analytics will be the next crucial step in order to make sure that you are seeing increased delivery and making necessary changes to improve. This monitoring of emails will also allow them to provide better insight on how emails are perceived by the recipients.