Setting Up A Landing Page    

Setting up a good landing page is critical to improving your Google Quality Score. Google now uses several criteria to evaluate your overall quality score for listing your site.

1. Your keyword's Click-Through Rate (CTR - on Google)
2. The quality and focus of your Ad Groups
3. The relevance of the following to one another:
1. Keyword
2. Ad text
3. Landing page
4. Your landing page quality
5. Your actual content on the landing page and how it relates to the ad
6. The overall user experience
7. Your account's historical performance
8. And other relevant factors

There is a never-ending number of web sites that continually try to circumvent Google's guidelines. That is why Google is always evaluating the legitimate search user's experience, and is interested in knowing what a user looks for on different websites. No one likes doing a search, and then clicking on a site, only to land on a page that has nothing to do with what we are looking for. A page with nothing but ads or one that is not truly related to what was displayed in the advertisement leads us nowhere, and that is what Google tries to avoid, and what we want to avoid too!

Setting up a landing page linked by ads such as these will drive up your Cost Per Click (CPC) and eventually cause a drop off on their Click Through Rate (CTR). However, Google's testers (both human and algorithmic bots) will evaluate the relevance between the text in the ad and what appears on the landing page. The two should have a high degree of relevance. Your offer, or call to action, mentioned in the ad should be within one to two clicks of the landing page. Often, you can improve your conversion rate by placing the call to action right on your landing page.

Back in late 2005, Google began testing user experiences of a wide variety of ads across its search and content networks. Initially testing was done by humans so that they could articulate what was a good and bad experience. Over time, the data they collected was integrated into an algorithm, which was then deployed to evaluate all of Google's ad-words. Any bad user experiences listed by the algorithm were followed up by human testers and both findings were validated. This process continues today with a few other factors thrown in, which lead to a 'good user experience'

Google is now targeting advertisers whose ads are very similar to others ads. So in essence, Google is deciding which company is better among competitors for the same product or service, and those who lose - pay a higher CPC.

Relevance for search content is calculated differently than for ads. Relevancy and ranking for content involves more than 100 factors. The most important factor to consider for Ad-words ads after your bid is your 'Quality Score' which is a measure of how relevant your ad is to users. Your quality score affects the minimum price you pay because of quality bidding. You can see what your quality score is by logging into your Adwords account, clicking on the 'Keywords' tab, clicking 'Customize columns' and then clicking on 'Show Quality Score'. Google's quality score is constantly being refined, and may change over time.

Do you need help setting up the right Landing Page. That’s what we specialize in! Call us at 1-800-883-6198, or email one of our representatives at support@strategic-internet.com.