One is quite familiar with the term Google AdWords that is familiar with the term Quality Score in one way or the other. Google is of the view that “Quality Score is an estimate of the quality of your ads, keywords and landing pages. Higher quality ads can lead to lower prices and better ad positions.”
In other words, the Quality Score is, in fact, a way of rating the relevance of the required keywords, ads as well as the landing pages. Therefore, it does become one of the most important aspects that advertisers look for.
Generally, the Quality Score is taken as a number between 1 to 10. However, there are 3 main metrics that do affect the Quality Score which are:
- Click Through Rate
- Ad Relevance
- Landing Page Relevance.
Although many of the advertisers do know the importance of Quality Score, they are not very sure as to where to start the strategy in order to optimize it.
In the Quality Score optimizing the process, the advertisers mainly do focus on optimizing the CTR and the Ad Relevance, while almost forgetting about the existing third metric that is the referred to as landing page relevance.
Here, we are going to focus on the third metric of Quality Score i.e. the landing page and will tell you the insights of how you can optimize the landing pages to improve your Quality Score.
What is the importance of Quality Score?
Quality Score is that metric that represents the relevance of one’s in order to the search queries of the users.
Quality Score determines whether one’s keyword is eligible to enter the auction or not.
When Quality Score is combined with the CPC bid, it also determines the Ad Rank.
This point also holds extreme importance especially for those particular advertisers who have a rather limited budget.
What factors determine the Landing Page Quality Score?
Google highlights four factors that determine the quality score of the landing page: original content, transparency, loading speed of the landing page as well as navigability.
Google wants the advertisers to make quality websites that are most relevant and useful to the users. The landing page quality should not be important to the users but also to the users as well.
The guidelines of a good landing page also initiate in helping the advertiser to turn the visitors into customers.
Measuring Landing Page Relevance
In order to check the current status Quality Score with regard to the Landing Page, AdWords does provide one with a set of columns. One can add those columns to the interface where one can view the factors that affect the Quality Score.