Running PPC campaigns can prove beneficial for most companies. In a quest to gain more online visibility and conversions, Google Ads can be your chief ally. There are several ways in which you can ensure your PPC campaign gives efficient results. One of them is by ensuring a high Google Quality Score.
For a user to get connected with your brand, they have to click the ad and reach your website. And for that, Google has to display your ad to the right audience. This is where the quality score comes in. This score is influenced by several factors, the landing page being one of them.
If your landing page is well-designed and optimized, it can open up avenues for a ton of traffic. But to get desirable results, you need to check the quality score of your landing page and improve it.
With higher quality scores, you can get lower costs per click, win better ad positions, and feature prominently in the users’ feeds. Hence, you must take appropriate measures to keep the score high, even if it involves hiring an agency for PPC services.
Before moving on to the tips about optimizing your pay-per-click landing page for the Google Quality Score, let us discuss what quality score is and how it helps in your ad campaigns.
Quality score is Google’s metric to rate the overall quality, relevance, and user experience of your ads, landing pages, and PPC campaigns. It checks your keyword relevance with users’ searches and determines the ad rank and cost per click.
It also has a diagnostic tool that offers insights into your ad quality, when compared to other advertisers. The quality score is measured on a scale of 1 to 10 and can be judged at the keyword level to the landing page level. A high score means your ad and landing page are relevant and useful.
The following three factors combine to calculate the quality score:
3.Landing page experience: This judges how useful and smooth your landing pafe is for people who click on your ad.
The evaluation of each component is based on comparison with competitors’ ads for the exact same keyword, over the last three months. The status or scores given are “Above Average”, “Average”, and “Below Average.
Benefits of a High Quality Score
Google Ads uses the quality score to determine how effective your keywords, ads, and landing pages are to the users’ searches. If you have a high score, you will earn better ad positions at lower costs. If your score is very low, you may end up paying 400% higher premium for each click.
Some benefits of having a high quality score are as follows.
A high quality score means your ad is highly relevant to the target audience. This will ensure your PPC ad comes higher on SERPs, in turn guaranteeing more clicks. With a high score, you will appear in more users’ feeds and thus have a chance at getting more conversions.
If you are able to get a high quality score, Google assumes you have high product expertise and gives value to your content. It also means that the content on your landing page is a result of better research and can address your user’s searches more efficiently.
A high Google quality score will ensure you get better ad positions by paying way less than another company with a low score that has paid much higher to feature at a lower position. Overall, it will increase the ROI of your PPC campaign and get you higher traffic, conversions, and revenue without spending too much on ads.
Landing page optimization is crucial to ensure a high quality score. The landing page is a single web page that appears when a user clicks on a PPC ad. If this page delivers a subpar user experience, both the number of visitors and quality score will go down.
This is how you can optimize it for a better Google Quality Score.
This is a broad tip and can be applied to all aspects of the landing page. You can review your landing page performance through Google Ads. The Quality Score tool helps you figure out which aspects of your PPC campaign are not working properly. These are a few steps you can take to improve the performance of your landing page.
The readability of your landing page directly influences whether users will stay on your website or click your ad again. The page must be user-friendly, readable, and well-mapped. It should not have irrelevant graphics, chunks of text, or tough language. Use clear, conversational language to keep users engaged.
Additionally, add a suitable call to action (CTA) so that the visitor does not leave without taking further action. The CTA button must be well thought out, compelling, and targeted. Use keywords wisely in this section, attract users through your language, and include benefits in the CTA. For example, “Register today to get unlimited access free for a month.”
It is not enough to have your PPC ad optimized for relevance. If your landing page content is irrelevant to users’ searches, your quality score will drop. Check your content and keywords for relevance regularly. Evaluate whether a particular keyword is relevant to your messaging and bringing in traffic.
Also, ensure that the headings and sections of your page matches the tone and claim of your ad. If your ad says something and the landing page says something else, your customers will lose faith in your brand.
It is a known fact that Google values websites that provide a better mobile experience. It has measures such as responsive ads, mobile-first indexing, and accelerated mobile pages to give more credibility to mobile-optimized sites.
Hence, you must ensure your landing page is optimized for the mobile screen. Restructure and reformat the content for all devices, design the page with mobile users in mind, and ensure the page opens smoothly on a small screen. You can do so by:
Studies show that websites with a slow loading speed have higher bounce rates, lower time-on-page, and dismal conversion rates. Pages that take about three seconds to load have a 32% higher bounce rate than pages that take a second.
With every one second addition to this time, your conversions will drop drastically. Thus, make sure your landing page loads instantly upon click.
The landing page performance can make or break your PPC campaign’s fate by affecting the Google Quality Score. Hence, you must take regular precautions to keep the score high. A PPC agency can take charge of this task and ensure your landing pages remain perfectly optimized to harness better PPC results.