Landing pages impact key components of your paid search campaigns, specifically quality scores, ad rankings and advertising costs. Paid search platforms, such as Google AdWords, want to ensure their users are receiving the most relevant information they are searching for during their user experience. Google and other paid search platforms measure the users’ experience based on how relevant a landing page is compared to the ad that was being advertised.
How Google and Other Platforms Measure Landing Pages
To make sure users have a good experience and the most relevant information is being provided, paid search platforms use key factors to measure a landing page:
• Landing page content is relevant to the ad that is being displayed
• The user can easily navigate and find the content they are looking for
• The landing page encourages the user to stay longer on the site
• Landing page load time is low
• Keywords on the landing page are relevant to the paid search campaign
How Landing Pages Effect Your Quality Score
Quality score is a variable used by paid search platforms that can influence both the rank and cost per click (CPC) of ads. There are four factors that affect your quality score: keywords, click-through-rate, ad relevance, and landing page experience. These factors are determined by the paid search platform every time a user enters a keyword that matches your ad. Ensuring all four are up-to-date and that the content is relevant is essential to maintain a high-quality score.
Tips to Optimize Your Landing Pages for Paid Search
• Create targeted landing pages that provide content directly related to what is being advertised
• Provide relevant, useful, and original content
• Create a strong and attention grabbing headline that is relevant to the keywords in the campaign
• Write a compelling description at the top of the page to sell what the page is about and what you want the user to do (browse, purchase, connect)
• Include eye-catching and clickable buttons that promote a call-to-action
• Increase webpage load time by optimizing images
