If you have any experience with pay per click advertising, or PPC, you’ve probably heard about your quality score. This PPC quality score is Google’s rating of the expected click-through rate, ad relevance, and landing page experience. This score determines your cost per click (CPC) and is multiplied by your maximum bid to determine your ad rank in the ad auction process.
The root of your campaign is the landing page on your website. PPC landing pages can help boost your quality score, so let’s take a look at how you can update them to show improvement.
Relevance is key. Make sure your content directly reflects your ad copy and keeps your perceived user intent in mind. Prioritize your most pertinent details in the introduction on the page and work your way down into real details that expand on your ad copy. Make sure you are writing for the reader and not for the search engine. Split your copy into easy-to-read paragraphs and include bullet lists or checklists where needed. Define sections of content with subheadings to help move the eyes down the page.
Optimize your page load time for a better score. If a website seems to take an abnormally long time to load, it could hurt you. Keep in mind that AdWords regularly reviews your landing page for technical issues like this. Check out https://gtmetrix.com/ to check the load time of your landing page. It will flag anything on your site that might be causing trouble and loading delays. If you have problems fixing the issues, pay Vervocity Interactive a visit. We can take a closer look and optimize your landing pages.
Ensure that your landing page has easy-to-use navigation links. Once the visitor is on the page, it’s your chance to keep them on the website for more. Help them find what they’re looking for with clear links.
Google says that it visits and evaluates landing pages on a regular basis, so if you’ve made efforts to improve your landing pages, it could lead to a higher quality score over time. You might not see the improvement immediately, but the impact could happen over a matter of months.
Not sure where to start? Vervocity Interactive has experienced experts ready to help you improve your PPC strategy and results. We can start with your keywords and revisit your website to ensure that all the right enhancements are made! Call 217-222-1451 to see what we can do for you!