Internet marketers understand that using Google AdWords is an excellent way to drive traffic to their Landing Pages.
You invest in AdWords to increase your landing page traffic and your conversion rate. And a successful landing page should ultimately be driving only 7 to 20% of their conversions from AdWords. Your AdWords landing page is your key chance to convince the customer to convert, to buy your product, fill out a form or download a resource.
However, poorly managed campaign can cost more than it brings in, but a well-managed campaign can keep your store or company in business. Those of you running AdWords campaigns know that Google assigns a Quality Score to each keyword in a campaign.
In order to protect your AdWords investment and your ROI, the first thing you want to do is check your quality score to see where you stand.
Everyone is familiar with the Quality Score available for individual keywords in your Google AdWords account. Quality Score is a grade applied to your paid search advertising campaigns by the search engines. Your landing page quality affects your AdWords quality score. and quality score has a large impact on the success of an AdWords account. Your quality score influences your search engine ranking position. Every time a search is performed, Google AdWords calculates the quality score and multiplies it with the maximum cost-per-click (CPC) bid. So the higher your grade, the less you’re charged and the more prevalent your ads are in the sponsored links.
Your Quality Score will increase the relevancy of your landing pages. Only Google knows exactly how Quality Score is determined, but a high Quality Score will decrease the cost of your ads and allow them to be displayed more often. The three main metrics that make up a keyword’s quality score are click-through-rate, ad relevance, and landing page relevance.
Click-through rate (CTR) is a metric that measures the number of clicks advertisers receive on their ads per their number of impressions. Click-through rate is the most significant component of Quality Score because it directly indicates which ads are most relevant to our users. Moreover, as stated by Nicholas Fox, Google’s Director of Product Management “if lots of people ‘tell’ Google that an ad is ‘high quality’ by clicking on it, then Google believes it’s a high quality ad.”
Perhaps, second only to conversions, the best thing you can do to improve your AdWords campaign is to improve your click-through rate. The difference, however, is that your click-through-rate can be improved using different techniques to alter your ads and placements only, while conversion rates are more concerned by the content and calls to action on your landing page. Higher CTR will result from more relevant ads, so this shows the importance of producing smaller, highly targeted ad groups which deliver creative with relevant ad text and offer for the search term entered by the users. However, Google determines your Quality Score based on the CTR relative to the ad’s position. Therefore, ads in higher positions won’t earn higher Quality Scores simply because of the boost in CTR due to position.
Generally, a landing pages is an essential part of your AdWords ad campaigns. When a user clicks on your ad because they felt you had the product or service they were searching for, it’s important that your landing page clearly contains all the necessary information relevant to the product or service.
So the relevance of your ad to your keywords and landing page content is one of the factors that influences how high your ads rank in their search results. Therefore, if your ad does not match the content on your landing page, it is likely that you will have a lower conversion rate.
Having more than one goal per page will confuse your visitors and drive them away. Having a consistent theme and connecting your landing page to your ad text is important to both Google and to your potential customers. Plan and set the purpose of your landing page before actually writing it. You decide what you want the visitor to do. When you’re building out your Google AdWords campaigns, make sure you keep your website’s content in mind, and consider creating new landing pages that are more relevant to your keywords and ads if necessary (if you are working with various products or service).
Google rewards advertisers that have easy to use landing pages, that load fast and are transparent in their intentions. In other words, this means that you will need to optimize your landing page for the keyword you are targeting on AdWords. Keyword relevance is determined by the presence of keywords, especially exact matches, in your ad copy, URL, and landing page. On the landing page, the presence of keywords in the meta and headers is especially important.
So if Google determines that the landing page or website your ad points to does not fulfill the promise of the ad, it will give your ad a lower Quality Score than an ad that points to a landing page that more closely fulfills the promise of the ad. A great tip is to ensure your page contains the same or similar terms as appear in the AdWords ad, and these terms need to be displayed prominently on your landing page in order to comply in terms of relevance. If the users read your ad, then click through and they land on a page that fulfills their expectations, then you are likely to have happy visitors that may turn into customers.
The landing page quality score is determined by the overall performance of your landing page, likely based at least in part by click-through rate and other quality factors, including the presence of relevant content, appropriate keywords, and business transparency to its users. Simply, in AdWords It means having a highly relevant landing page will help you with increased conversions as well as will leave your competitors in the dust.