How to optimize Landing Pages for better quality score ?
Digital marketing is an increasingly relentless pursuit.Whether you run your own business, or a specialist in a digital marketing agency, if you are using paid search advertising then you need to keep up to date is your understanding of quality scores.
According to Google “Quality Score is an estimate of the quality of your ads, keywords, and landing pages.” Your quality score is represented as a number between 1 and 10; the higher your quality score, the better your ads will perform.
What is Quality Score?
Quality Score is Google’s rating of the quality and relevance of both your keywords and PPC ads. It is used to determine your cost per click (CPC) and multiplied by your maximum bid to determine your ad rank in the ad auction process.The relevance of each keyword to its ad group. Landing page quality and relevance.
There are 3 elements that affect the Quality Score
- Click through rate
- Ad relevance
- Landing page relevance
Google wants the advertisers to make quality websites that are most relevant and useful to the users.
FIVE FACTORS THAT DETERMINE AND OPTIMIZES THE BETTER SCORE QUALITY SCORE OF THE LANDING PAGE:
- Relevant and Original Content:
Enriching your Landing Page with relevant and original content is one of the most important things that you should do.Ensure that the content of your Landing Page correlates and matches with your Ads and Keywords.
Here the good move is having the exact search query . Always ensure that there is a clear connection between the user is looking for . where are you directing them after they click on your ads. The performance of your account gets improved when you send your visitors to a highly relevant landing page . By this Quality Score gets increased. It is advised to tailor your content especially the titles and headlines while creating your Landing Pages according to search queries that your visitors might using. You also need to be clear about your intentions.
- Landing Page Loading Speed
Did you wait for the website to open or did you just bounced off from that site?
Majority of the users are in a hurry, they do not have the time to wait for the website to get opened. They simply bounce off and visit another website.
Putting in a lot of effort in creating the right landing page by including in relevant content, high-quality images and self-explanatory videos will go in vain if the loading speed of your landing page is too slow.
When Google encounters websites whose Landing Page Loading Speed is low. it penalizes those websites which further reduces the Quality score.As the loading speed of the Landing Page has a large impact on the Quality Score, you should keep testing your Landing Page to make sure that they have a pretty reasonable speed.
Google also provides you with tools like the Page Insights Tool to evaluate the speed of your Landing Page. It also provides you certain tips to improve the speed of your Landing Page.
- Refine your Campaign structure
Campaigns: Unless your account is very large, you’ll typically only have a few campaigns that surround broader themes. Each campaign will contain ad groups, which contain keywords that tie to your text ads and direct to your landing page. Decide on campaign topics based on how you want to share up your marketing budget since you set up your budget at the campaign level.
Landing Pages: You can stick to the best ones you’ve got because that mightn’t able to modify or create landing pages. To understand the landing pages try to use your account data which performs best conversions and user management ( bounce rate, time on site) perspective.
So, direct all traffic to your top performing landing pages in terms of site engagement and conversion and put the lowest performing landing pages on the sidelines. Google will see an overall improvement to the landing page experience.
- Refine your Keyword Selection
It is very important to review the actual keywords your bidding on. As mentioned, try to segment your High purchase intent keywords . Always be sure to review your negative keyword selection, as this is an all-too-often overlooked element.
- Refine your Ad Copy
I would say again, let the data tell you what to do here. For example, When you were running multiple ad copy variations per keyword theme. Analyze the data, eliminate the poor-performing variations and add some new variations to test. This exercise will help you that your ad copy is best aligned with our keywords and landing pages.
As the Quality Score depends on three metrics i.e. Click Through Rate, Ad Relevance, and the Landing Page Relevance, we can always look forward to improving these three factors.
Often the advertisers are more inclined towards optimizing the keywords and the ads in hope of improving the Quality Score. They almost forget about the Landing Page which is the first step towards the conversion funnel. Therefore, through this blog, we have given you insights on how can you optimize your Landing Pages in order to improve the Quality Score.