LANDING PAGES: INCREASE YOUR ADWORDS QUALITY SCORE
Quality Score is an estimate of the quality of your ads, keywords, and landing pages. Higher quality ad experiences can lead to lower prices and better ad positions.
You may remember a time when Quality Score didn’t even exist, but it was introduced as a way for you to understand if you were serving up the best experiences possible. Upping your score per keyword (especially your most important ones) is important because it determines your Ad Rank in a major way:
Cost Per Click x Quality Score = Ad Rank
To achieve Quality Scores of seven and above you’ll need to consider three factors. We’re talking: relevancy, load time, and ease of navigation.
Tip 1) Convey the Exact Same Message From Ad to Landing Page
One of the perks of building custom landing pages fast is the ability to carry through the exact same details from your ads to your landing pages. A consistent message between the two is key because it helps visitors recognize they’ve landed in the right place, and assures someone they’re on the right path to the outcome they searched for.
The lesson here is that congruence builds trust. If you do everything to make sure your ads and landing pages are in sync, you’ll really benefit and likely see your Quality Score rise over time.
Tip 2) Speed up your landing page’s load time
If you’re hit with a slow-loading page, you bounce quickly, and the same goes for prospects clicking through on your ads.
In fact, there have been cases where in just one month the performance decreased dramatically because of site speed. Noticing that most of the conversion drop off came from mobile, it is common to see that desktop visitors have a higher tolerance for slower load times, while mobile prospects (from both form and phone) are less tolerant.
Your landing page size (impacted by the images on your page) tends to slow load time, and 82.2% of marketers have at least one image on their landing page that requires compression to speed things up.
Tip 3) Ensure your landing page is easy to navigate
You can think of a visit to your landing page like it’s a brick and mortar store. In other words, it’s the difference between arriving in a Nike store during Black Friday, and the same store any other time of the year. The former is a complete mess, and the latter is super organized.
Similarly, if your landing page experience is cluttered and visitors have to be patient to find what they’re looking for, you’ll see a higher bounce rate, which Google takes as a signal your landing page experience isn’t meeting needs.
Instead, you’ll want a clear information hierarchy. Meaning you cover need-to-know information quickly in a logical order, and your visitor can simply reach out and grab what they need as a next step. The difference is the visitor being able to get in and check out in a matter of minutes with what they wanted.
Consider where you may need multiple landing pages for communicating different aspects of your offer or business. For example, if you own a bowling alley that contains a trampoline park and laser tag arena, you may want separate ads and landing pages for communicating the party packages for each versus cramming all the details on one page that doesn’t quite meet the needs of the person looking explicitly for a laser tag birthday party.
The better you signpost a clear path to conversion on your landing pages, the better chance you’ll have at a healthy Quality Score.