Understanding the Impact of Landing Pages on your Google Ads’ Quality Score
Updated: Apr 26, 2021
Pay-per-click marketing is a powerful tool to grow your online visibility, drive traffic or generate leads. If you are engaged in the world of pay-per-click (PPC) advertising, it’s important to know the significance of landing pages on your ads. Customers' first touch point with a brand relies on these landing pages.
Quality Score plays a crucial role in the success of a PPC Google Ads campaign. Although we still have little insights on how Quality Score is being calculated, it is known that landing pages is an important factor to boost your Quality Score. Note that “Quality Score” is the most used term in ad platforms, but others also use “Ad Relevance”.
Leaders in Digital has been implementing successful campaigns through paid media, Google ads for years. We know pay-per-click advertising can be a bit confusing at the start. You may also have heard some of the misconceptions relating to the effects of landing pages to Quality Score. So we’re here to help you better understand landing pages and its mark on Quality Score so you can fully utilize your budget and reach your business goals.
Defining Quality Score and its importance to PPC Advertisers
Quality score is the rating of your keywords’ and ads’ relevance to your intended audience. The score is usually assigned between the numbers 1 to 10, with 10 being the highest. This number helps advertisers know if they have picked the right keywords, wrote good ads and drove users to helpful landing pages. This metric is the basis for deciding which ads to show and how much to charge advertisers on search engines and social media platforms.
Your Quality Score depends on different factors. Some of them are:
Ad Click-Through Rate (CTR)
Landing page quality and relevance
Post-Click Conversion Rate
Recency of your ads
The following are the known core components that “weigh” in the Quality Score algorithm with the Click-Through Rate being the most important component. Having more people click your ad, it becomes a firm indication to Google that your ads are relevant and helpful to these customers. Correspondingly, Google rewards you with higher ad rankings and lower costs. You must remember, having a high Quality Score is Google’s way of saying your PPC ads meet your potential customer’s demand.
The Impact of Landing Pages in Quality Score on Different Platforms
One of the aspects we’re sure of that Google considers when calculating Quality Score is landing page quality and relevance. It is also the easiest feature in the PPC campaign to control. You need to remember that the “Landing Page Experience” affects the Quality Score. This includes giving a good site exposure, responding to visitors with relevant and useful content and making sure that your site is accessible in all devices and looks good on all screens.
Having a good landing page could result in a positive impact on Google Ads Quality Score. A good Quality Score means lower cost per click and higher conversion rates. Therefore, marketers should not overlook the improvement in visitor experience and their positive impression with your brand.
Google Ads Quality Score – With Google, the thing you have to remember is that aside from focusing on landing page relevance, meaning your ad matches your visitor’s search terms, it is also important to Google that your landing page is secure, easy to navigate and loads quickly.
Microsoft Advertising Quality Score – Microsoft distinctly mentioned that their landing page experience factor is “based on how many times customers leave your ad’s landing page shortly after arriving.” So, the goal here is to lower your landing page’s bounce rate.
Facebook Advertising Ad Relevance – There are three components that Facebook considers as a metric for Ad Relevance: Quality Ranking, Engagement Rate Ranking and Conversion Rate Ranking. Quality Ranking is measured using feedback on your ads and the post-click experience. Meanwhile, Engagement Rate includes all clicks, likes, comments and shares. Lastly, Conversion Rate is based on our ad’s expected conversion rate ranking.
Be Mindful of Quality Score but Don’t Stress Over it
Your landing pages will determine your Quality Score, but remember that its algorithm isn’t that transparent, so it’s impossible to know exactly what’s working and what’s not. Most of the successful methods are directed with upgrading visitor’s landing page experience.
We encourage you to think about landing pages as a delayed meter of your efforts. So, make sure you check on your landing page experience once per month or once per quarter and search for improvements.
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