We’ve spoken previously about the need to have a highly relevant and useful landing page for your visitors after they click the link in your ad. Remember, if you’re promoting your product/services in your ad, lets say Ladies Underwear, and if the link directs the visitor to a landing page that consists of two items of said underwear and very little else, it will not just effect your ad position and advertising costs, it will also impact your quality score.
Landing Page Maintenance
To maintain the landing page experience, put yourself in the shoes of your visitor: Is the content on the page relevant? Is it easy to navigate? Does it have a call to action? If the landing page makes it easy for your visitors to make a purchase, place an enquiry or sign up to a newsletter, then you are presenting that visitor with a positive landing page experience.
Improve your Landing Page Quality
Team Google uses a combination of both human evaluation and automated systems to determine the landing page experience on your website. As I explained above, if yours offers a poor user experience your ads may show less frequently. To ensure you don’t fall into this trap use some of the tips below to improve the quality of your landing page.
- Provide useful information on the page relevant to what you’re advertising.
- Try and achieve useful features or content on the page that are unique.
- Make your landing page absolutely relevant to your ad keyword and text.
- Clearly state what your business is and does.
- If your page asks for personal information from your visitor, make it clear why you are asking for it and what you will do with it.
- Make sure your visitors can easily find your contact details
- If you have sponsored links on your page such as ads, distinguish these from the rest of your content.
- Don’t have pop-ups or anything that interferes with the navigation, it will only annoy your visitors.
- Make it easy for people to find the information they might need including more information about the advertised product/services.
- Make it fast and simple for visitors to place an order for the product you have mentioned in your ad.
- If you make changes to your landing page to improve its quality and relevance you may not see immediate results but you should after a few days or weeks as the AdWords system regularly visits and evaluates landing pages.
Find out your Site’s Landing Page Experience
You can easily determine the landing page experience for your destination sites by going into your keywords tab in adwords and putting the cursor over the speech bubble next to the status of any keyword. The results could be,
Above Average or Average
Any of these two statuses and your landing page is looking good. Your quality score isn’t being affected by the landing page experience.
If you see this, your landing page needs surgery, as your quality score might be lower than it should be. Review the above tips and improve the page.
For more information on understanding the landing page experience, take a look at this video from Google.