Everyone who knows Google AdWords is familiar with the term Quality Score in one way or the other.
According to Google, “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”.
The Quality Score is a way of rating the relevance of the keywords, ads and the landing pages. Therefore, it becomes one of the most important aspects that an advertiser looks for.
Generally, the Quality Score is taken as a number between 1 to 10. However, there are 3 main metrics that affect the Quality Score i.e
Although many advertisers know the importance of Quality Score. They are not sure about which strategy to select to optimize it.
In the Quality Score optimizing process, the advertisers mainly focus on optimizing the CTR and the Ad Relevance, while many forget about the third metric that is the 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.
Also, you will get in depth idea on What is the Importance of Quality Score? So, lets begin with Quality score.
What is Quality Score and How is it Calculated?
Quality score is the metric Google ads, Bings ads and other such platforms use to determine your Adword relevancy and rank.
Google wants to display the ads which best suit to the users search query on the top.
But here’s the thing.
The crawler don’t understand the words and text like humans do.
So the google crawler use certain parameters to determine the relevancy of your advert for the user.
These parameters comprise of three things: click through rate, landing page experience and ad relevance. All three of them are important.
I will explain later how Google crawler understand these three features and grade your advert.
But for now, it’s important to note that your ad quality score is very important and your Landing page affect quality score.
In an ad rank auction, Google evaluates these factors and then combine to calculate your quality score.
The quality score is then used and combine with the cost per click bid to calculate your ad rank.
Yes, Quality score is really important and determines your ROI. Quality Score is the that metric that represents the relevance of your ads to the search queries of the users.
[click_to_tweet tweet=”Quality Score determines whether your keyword is eligible to enter the auction or not” quote=”Quality Score determines whether your keyword is eligible to enter the auction or not”]
Moreover, when Quality Score is combined with the CPC bid, it determines the Ad Rank.
So I repeat, to improve your advert rank you can either improve your quality score or increase your bid. Increasing your quality score is the best ways.
This point holds extreme importance especially for those advertisers who have a limited budget. The importance of Quality Score is that factor which affects the overall health and the success of your AdWords account.
In Google adwords, you can easily check your quality score for each keyword by logging in to your account.
After log in, navigate to the keywords tab to see your quality score. This is what you will find out:
Example of a good quality score:
Example of a bad or below average quality score
How Often is Quality Score Calculated?
Now that you know the quality score importance, wouldn’t you want to know how often is quality score calculated?
See the thing is that the quality score is not fixed and it will be reviewed by Google every time your ad is ready to serve.
In short, every time an auction happens, Google calculates your quality score depending on the present data.
Your quality score is reviewed all the time and gets changed with any improvement you make.
Once you know What is quality score and how is it calculated? Work to improve your quality score.
While getting a poor quality score can be disappointing, here’s what you need to remember.
You can easily Improve landing page quality score with just some tricks and tweaks. Improving your landing page is the best way to begin with.
Don’t forget your Landing page affect quality score in a big way.
Read below to know what factors affect landing page quality score.
What Factors Determine the Landing Page Quality Score?
According to Google, there are four factors that determine the quality score of the landing page. These factors are relevant and original content, transparency, loading speed of the landing page and navigability.
Google wants the advertisers to make quality websites that are most relevant and useful to the users.
The guidelines of a good landing page also initiate in helping the advertiser to turn the visitors into customers.
Measuring Landing Page Relevance
To check the current status Quality Score with regard to the Landing Page, AdWords provides you with a set of columns. You can add those columns to the interface where you can view the factors that affect the Quality Score.
After you have added the columns, you can easily measure the quality score and get an idea of the places where improvement needs to be done.
There you will find three different levels that tell you about the status of the Quality Score:
- Above Average: Having an above average Quality Score means that you have achieved the highest rating.
- Average: Having an average Quality Score means that you have achieved the adequate rating.
- Below Average: Having a below average Quality Score means that you have achieved a poor rating.
What Factors Affect landing Page Quality?
If you have ever run a Google ad, you would know the importance of the Landing pages.
Google give marks to every landing page from 0 to 10. This is called quality score.
Having a poor performing landing page is a bad news for your business.
Google will not just show your ad less likely but you will also miss on your potential customers.
Result, this will negatively affects your landing page quality score adwords.
In short, you will pay more for the clicks and will get less ROI.
Well, this is something no business owner would want. Isn’t it?
In the world of PPC this happens a lot.
But here’s a good news, you can actually get to know why quality score of the given keyword is low.
Google rank your landing page on certain parameters.
These parameters are based on your landing page experience.
There are many landing page quality score factors that can improve your quality score. (In bound link here).
If Google thinks your landing page experience is below average, it would negatively affect your quality score.
So it is important to understand what landing page relevance means in the eyes of Google.
Google consider the overall landing page experience to rank your quality score but relevance plays a crucial role here.
Wondering what does this “relevance” means here?
It is important to understand this as Google crawler don’t understand text in the same context as humans do.
Still 99% times Google impress to show the results as per the user query.
So how does Google decide Ad relevancy?
The Crawler consider certain parameters when ranking your ad copy and landing page quality is one of them.
So now, the question comes what makes a good landing page? Or rather, What factors affect landing page quality.
See the thing is that the definition of a good landing page as per the Google is little vague. Plus, it can vary widely from one landing page to the other. But below are the some of the basics that you can’t miss.
What factors affect landing page quality?
- Relevance, useful and original content
- Trustworthiness and transparency on your page
- Navigate easily by the people
- Visitor should spend more time on your landing page
How do I find my landing page quality score?
Quality score gives a clear sense to Google about the relevancy of your ad copy and landing page.
Google Crawler gives your Landing page quality score between 1 to 10.
The higher the quality score the better is the rate of conversion.
The reality is that it’s hard to get a good quality score immediately. The good part is with few tips and tricks you can do to Improve landing page quality score.
However, the first step is to know the present quality score before you even start implementing the solution.
Wondering How do I find my landing page quality score?, here’s what you need to do:
Your quality score status depends on 4 crucial factors:
Quality score, relevancy of advert, landing page experience and expected CTR (Click through rate). So lets understand
How to find landing page quality score and its components?
First, Step : Log in your ads account
Second, Step : Click keywords, located on the left of the page
Third, Step : Check your keywords status in the allotted “status” column. Now, check your present ratings for the CTR, landing page overall experience and ad relevance.
Create custom columns to your keyword Report:
Step 1: Go to the right corner of the table and select the shown column icon. Now select modify columns.
Step 2: Now, select the “quality score” option. Check your existing quality score and its respective component statuses. Also, select any of the mentioned component to your stats table.
That’s How do I find my landing page quality score for every keyword.
Here’s what each of the quality score component option would tell you.
Quality score: Q.S will give you an idea of your ads relevance, landing page and keywords to the user who will see your ad copy. The higher your quality score goes, the lower your Cost per click and the better your ad will rank.
Landing Page experience: This filter will tell you how well your landing page experience will be for the visitor who has clicked the ad.
There are various that Google takes into account before assessing your landing page experience. This includes landing page content relevancy, and navigation of your landing page.
Expected CTR: This feature will tell you the probability of your ad copy to get clicked when shown to the user. Google calculates this based on the past performance of your ads.
Advert Relevancy: This feature will tell you how your keywords match with the message of your running ad copy. An average score means that your ad is too general or not relevant to the searcher’s query. Or perhaps this keyword was not relevant for your business.
Now, the best way to Improve landing page quality score is to compare with the last obtained quality score.
You can choose any of the component stats to add in your stats table and compare. Here’s what each option will tell you.
Quality score (history): This option shows the last obtained quality score for the selected period. To track your everyday score, segregate this column by day.
Landing page exp. (history): This shows how relevant your landing page was to the users who have clicked your ad and land on the followed page.
From here you can find your last obtained score for the respective time period. Again to check your daily score, segregate it by day.
Ad relevance (history): This column will tell you how relevant your ad content appeared to the uses who saw it. From here you can get the last score of the reporting period. Again segregate it by day to check the daily scores.
Expected CTR (history): This shows the percentage of people that will be likely to click your ad when shown. From here you can get the last scored CTR for the reporting period.
Once, you modify the columns, click Apply.
Landing Page Optimization Tips to Improve the Quality Score
1. Relevant and Original Content
The first thing that you should measure is the relevance of the content to your keyword. Therefore, you should always look forward to creating a landing page that is relevant to your keywords as well as ads.
Enriching your Landing Page with relevant and original content is one of the most important things that you should do. Ensure that the content of your Landing Page correlates and matches with your Ads and Keywords.
Your Landing Page should clearly depict the idea that was given in your ads. Moreover, your Landing Page should clearly be about the search query of the user which made the user click on your ad.
Having the exact search query or even the parts and titles of the search query in the landing page is a pretty good move.
Here’s an example:
Make sure that there is a clear connection between what the user is looking for and where are you directing them after they click on your ads.
When you send your visitors to a highly relevant landing page, the performance of your account gets improved and your Quality Score gets increased.
While creating your Landing Pages, it is advised to tailor your content especially the titles and headlines according to the search queries that your visitors might be using. You also need to be clear with your intentions.
Apart from the relevance, the originality aspect is also taken into consideration because it wants your Landing Pages to have some kind of value.
Google also measures the originality of your Landing Pages to compare it with similar advertisers and their offerings.
2. Landing Page Loading Speed
Did you ever try to visit a website that took forever to open? What was your next move then? Did you wait for the website to open or did you just bounced off from that site?
Majority of the users are in a hurry, they do not have all the time in the world to wait for the website to get opened. They simply bounce off and visit another website.
If you keep you make your visitors wait for the landing page to load, they will simply press the back button and go somewhere else.
Putting in a lot of effort in creating the right landing page by putting in relevant content, high-quality images and self-explanatory videos will go in vain if the loading speed of your landing page is too slow.
When Google encounters websites whose Landing Page Loading Speed is low, it penalises those websites which further reduces the Quality score.
[click_to_tweet tweet=”The faster your Landing Page loads, the higher are the chances of getting a conversion.” quote=”The faster your Landing Page loads, the higher are the chances of getting a conversion.”]
As the loading speed of the Landing Page has a large impact on the Quality Score, you should keep testing your Landing Page to make sure that they have a pretty reasonable speed.
Google also provides you with tools like the Page Insights Tool to evaluate the speed of your Landing Page. It also provides you certain tips to improve the speed of your Landing Page.
3. Easy to Navigate
After you have directed your visitors towards your Landing Page, you should make sure that they can easily navigate their way around the site and find what they are looking for.
Make sure that it does not take forever for the visitor to find that offer that brought him to the Landing Page. Rather, they should immediately find the whatever they are looking for.
Don’t confuse the visitors by providing a hundred thousand links that go through all other parts of your website.
[click_to_tweet tweet=”Make sure to limit the amount of internal and external links that you include in the page” quote=”Make sure to limit the amount of internal and external links that you include in the page”]
The same goes for the distractions as well. Distractions are those inputs in your Landing Page that prevent your visitor from completing the desired conversion actions and diverts them to something else.
You need to take strong measures to minimize the distractions like the non-essential product options, a lot of external links, and unnecessary information that can increase the bounce rate of your website.
Hence, to eliminate the distractions, you can either shrink or remove the irrelevant menu, pull off the sidebars and big headers that are of no use.
If your Landing Page is not easy to navigate, your potential customers will just abandon your website and look for the information somewhere else.
Ensure that all the categories related to your product/service are divided clearly and assure that the search feature works.
Hence, to sort the problem of navigation, design a Landing Page that clearly states the offers and promotions. Make sure that it also includes an outstanding Call-to-Action for you to increase your conversion rate.
To prove that your business is legal and valid, you need to be transparent in your approach. You need to make sure that your business and contact information is easily available.
For this reason, it becomes very important to include the contact information of your business on your Landing Page.
The contact information that you provide on your Landing Page helps your visitors to get in touch with you as per their requirement.
The contact information not only increases the probability of getting more conversions but they also make your business more reliable and authoritative.
To make your Landing Page even more persuasive and valid, it is advised to add the phone number, physical address, email along with social media links.
[click_to_tweet tweet=”Adding contact information on your Landing Pages makes you more available to your customers.” quote=”Adding contact information on your Landing Pages makes you more available to your customers.”]
Hence, the more you are available for your customers, the more you are creating a bond with them. This initiates the visitor to get converted into a customer.
Another aspect of transparency can be related to the information that you are collecting from your visitors.
Let the visitors know the reason behind the collection of data. You also need to tell your visitors that the information that they provide will be carefully used and implemented.
5. Write Powerful Headlines
The first thing on the Landing Page that has the potential of grabbing the attention of the user is none other than the headline. It is so important because it has the power to make or break your Landing Page.
While writing the headline for your Landing Page, make sure that the headline is strong enough to hold the attention of the user so that they stay for long enough to see your offer.
Owing to the fact that the headline has only a few seconds to attract the user.
[click_to_tweet tweet=”Write headlines that are straightforward and gets the attention of the user instantly.” quote=”Write headlines that are straightforward and gets the attention of the user instantly.”]
The headline bears so much of importance because according to one study 8 out of 10 people read the headline and if they find it interesting enough they move towards the Landing Page.
So, the headline decides whether the visitor will go through the entire Landing Page or not.
Not only your headline should be attractive enough, but it should also inform the visitor about your product/services.
To get the best headline, keep testing several headlines to see which one of them gets the best response from the visitors.
Moreover, do not beat around the bush and create headlines that are short, concise and precise.
6. Make your Landing Page Device Compatible
This requires no brainstorming. The users do not use only one device while they are searching on the internet.
There are various kinds of devices that are used by the visitors on regular basis. Some use desktop computers, while the others use tablets and the majority of the users use the mobile device to conduct a research on the internet.
However, you should take this point into consideration while creating your landing page.
If you think that you are sorted by creating a single layout of the Landing page for all the possible devices, you are doing nothing but simply blowing the chances of getting conversions.
[click_to_tweet tweet=”Check the device compatibility of your Landing Page with respect to all the devices” quote=”Check the device compatibility of your Landing Page with respect to all the devices”]
On the contrary, a very large percentage of traffic that is generated comes from the mobile devices. And for this reason, it becomes very important for you to optimize the Landing Pages for the mobile audiences as well.
You should keep your entire focus on the headline and the Call-to-Action. See to it that the content on your mobile Landing Page is easily readable without having to zoom it.
On the more, it is a real hassle to copy the phone number from the landing page to the dial pad. Hence, to make it really convenient for the visitors to call you, you should make sure that all the numbers that are present on your Landing Page are clickable.
7. Focus more on Benefits rather than the Features
This is probably one of the early lessons of advertising that you should be knowing. You should be laser-focused on highlighting the benefits rather than the features.
Well, a feature is the specification of your product/service. It tells the users about the functionality of your product/service.
On the other hand, a benefit is an advantage that the user is going to gain when he/she uses that product.
Okay, so now you have two options to highlight on your Landing Page i.e the benefits or the features.
The question arises here is that how are you going to make your visitors convert on your Landing Page?
- By explaining to them how outstanding your product/service is?
- By explaining the advantages that the users are going to gain from your product/service?
Well, by far you must have got your answer. Just in case you didn’t get the answer, the correct option is the second one.
There is a difference between the benefits and features of your product which we have already stated above.
When you only mention the features of your product/service on your Landing Page, you simply assume that your visitors are technically expert when it comes to your product/service.
Don’t assume that the visitor will know about your product/service on its own. You should take an initiative to tell a story about your product/service in the clearest manner.
Talk to your visitors in the terms that they understand well. Do not use extremely high sounding words and expect them to respond accordingly.
On the other hand, when you talk in terms of benefits, you are picturizing a story in front of your visitors. A picture perfect scenario that makes the visitors inclined towards getting converted.
[click_to_tweet tweet=”Benefits usually solve a customer’s pain point.” quote=”Benefits usually solve a customer’s pain point.”]
If a customer is going through a major problem and your product/service provides a benefit to them in terms of solving that problem. Then there is a 100% guarantee that the visitor will definitely convert.
8. Include Social Proofs and Trust Signals
Why should your potential customer trust you? Just because you are claiming that your product/service is the best, doesn’t make it the best.
You need to support all your claims with proper social proofs and trust signals so that your potential customers begin to trust you.
Actually, the fact is that nowadays before making a purchase for any product/service, people look at the review of that particular product/service. They trust the reviews and the testimonials more than the product descriptions.
People think that usually, the advertisers boast about their product/service a bit too much. But the customers who have already used that product/service will always give the correct feedback, irrespective of whether the feedback is positive or negative.
You need to add credibility to your Landing Page so that your potential customers can trust you.
[click_to_tweet tweet=”Credibility can be added with the help of social proofs and testimonials.” quote=”Credibility can be added with the help of social proofs and testimonials.”]
The testimonials help the visitors to trust you and also assures them about the validity of your business. If the visitors get to see the trustworthy review or testimonial, they will become more inclined towards your offer and will look forward to making the purchase.
Besides adding the testimonials, you can also go ahead and add trust signals. They might be the awards that you have won.
Or any kind of social recognition that you have been given by a third party. This will further assure that your business is trustworthy enough to make a purchase with.
9. Use High-Quality Relevant Images
No doubt action speaks louder than words. When content is combined with appropriate images and videos, the performance of the Landing Page gets a boost automatically.
[click_to_tweet tweet=”Images give you a visual description of what is being said on your Landing Page.” quote=”Images give you a visual description of what is being said on your Landing Page.”]
Indeed the images make the Landing Page highly attractive and engaging. The images help the users to bring out their necessary emotions. As the emotions of the users are drawn out, they are more likely to get converted.
More than the content, images are shared on the social sites. Therefore, they lead to an increase in the conversion rate of your Landing Page.
Suppose if you are an e-commerce owner who deals in the online business. No matter how great or relevant content you write, the customers will first see the image of the product that you intend to sell.
After they are satisfied with the product, then only they will look forward to the description and specifications. So, while choosing the images, you should ensure that the image should be large, clear and of high-quality.
In addition to the images, videos should also be used in your Landing Page whenever possible. It is one of the best mediums where the visitors can experience your message by putting a very little effort.
Videos increase the length of the time that people stay on your page. This gives your message a long time to get sunk in the minds of the customers.
Most of the people are lazy in the sense that they will scan through the content but will watch the whole video properly.
Put explainer videos of your product/service to explain how the particular product or service is used.
10. Add Strong Call-to-Action
Well, the Call-to-Action is precisely the most important component of your Landing Page.
CTA is basically a button that represents the action that you want your visitor to take when they are directed to your Landing Page after clicking on your ad.
A CTA is a key to conversion, so if you do not have a CTA on your Landing Page, your visitors won’t convert.
Make sure that your visitor does not have to look for it. The CTA should be so prominent that it strikes to the visitor as soon as he lands on the Landing Page.
Don’t just create a CTA in a hurry. Take a considerable amount of time to design the CTA. And see it too it that is not common or average. Keep testing your CTA at regular intervals to get the best results.
[click_to_tweet tweet=”Make your CTA button clear using contrasting colours.” quote=”Make your CTA button clear using contrasting colours.”]
Do not use the same colour of that of your landing page. As that will prevent the CTA from being prominent.
Do not make this mistake of making the CTA using long words or sentences. Keep your CTA short and use action oriented words.
Landing Page Quality Score Checker
It’s proven that landing pages have high conversion rate than any other page or blog post.
But here’s the truth about the landing pages.
The conversion rate of one landing page vary drastically from the other.
Data suggests, that a typical landing page converts at 5% to 15% rate but a well designed and optimized landing page converts at a good rate of 30%.
A good landing page can boost your sales multi fold times.
But here’s the sad part it’s hard to create a good landing in one go.
There is no “one-size-fits” strategy when it comes to landing pages.
However, the good part is anyone can create a good landing page by experimenting and optimizing.
You need to analyse where your landing page is going wrong and what solution it needs to implement.
Finding the exact issues and solutions can be time consuming.
And who would want to waste time in understanding the issues when the landing page is already live and making no conversions?
So here are some of the best Landing page quality score tool that you can use to get better conversions.
You don’t build a perfect landing page in one go.
If you have tried you hands in PPC marketing before you would know what I mean.
You need a system that can tell you the necessary changes and optimize the performance of your Google ads, Bing ads and others.
Optmyzr is one such Landing page quality score tool for many businesses that run small and medium ad words.
With just one single click this tool optimize the entire campaign for you.
To begin, the tool provides you with a list of keywords that you are missing on.
Plus, it will also recommend the bid which can show your ad on the top of SERPs.
You can simply apply these new suggestions & use it to increase the bid on performing keywords.
optmyzer is one of the best PPC tool available in the market right now.
The tool costs at $250 per month which is slightly pricey for business that want to run just one advert or bing account.
However, if you want to make that one advert campaign really successful and drive maximum conversion out of it, investing in right tools is a must.
This tool will save a lot of your time with its accounts workout and weekly management.
For instance, if you want to “decrease the cost” select a pre build workout. This will give you with three options.
- Add negative Keywords: This option will allow you to save money by cutting irrelevant traffic.
- Pause keywords that have not yet covered: You can save your dollar from spending on keywords that haven’t convert in the past one month.
- Implementing ad scheduling: This features lets you spend money during times when the conversion rate is zero or low.
The other good feature is the Quality score tracking tool. This feature allows you to compare the quality score of two different periods.
The graphical comparison of the two quality score is the best way to evaluate your campaign, advertisement and keywords.
However, if you are looking for features beyond optimization you need to select another tool to work well.
This tool is quite expensive so consider its pros and cons before you make up your mind.
|Time Saving||Non existent competitors insights|
|Great to manage multiple accounts||Basic Keyword reporting features|
|Excellent analysis tool to locate internal issues in the campaign||Provides keyword tool basic feature.|
Wordstream: Landing Page Quality Score Checker
The other good PPC tool has been brought out by wordstream after investing a lot of time and money.
This Landing page quality score tool helps you evaluate the faults in your campaign and landing page without investing too much of your precious time.
Wordstream, call this a just 20 min work week. The tool is designed with 9 well defined features that quickly improves your advert account.
The tool provides a performance grader that can help you see where the quality score needs improvement.
Once you know the areas of improvement, now, the tool would provide 20 min work per week to implement those improvements.
This tools greatest strength is that it provides comprehensive suite of tools under one umbrella.
For a newbie in the world of ppc this would be a perfect Landing page quality score tool.
As it would allow them to access a well integrated tool. However, this tools also has some drawbacks.
Such as the each integrated tool stands out to be slightly average when compared to the other tools available in market.
|Easy tracking! Perfect for a less savvy marketer.||Detailed analyses and optimization is limited|
|Easy to use interface compared to other tools in the market.||Non existent competitor insights|
|Smooth workflow and time saving||Weaker keywords research|
|Covers Google ads, Facebook ads and Bing ads.|
In the world of ppc, the quality score tools are quite pricey.
So if you are looking for a slightly reasonable tool, here is the one.
Opteo is comparatively a new Landing page quality score tool in the market. With a slick interface and some good features inside, this tool scores third in our list.
The tool offers three crucial features:
The improvement feature is really the top highlight of this tool.
It offers optimization suggestion that many expensive tools also miss.
The suggestions are clear and easy to implement.
Not just this, but the tool also shows the statistics of the recommendations that can make you win.
Once the evidence is presented, you have the option to either accept or reject the ad.
However, even this tool has certain shortcomings.
For instance, in comparison to optmyzr, this tool lacks in detailed analysis of your campaign. In short, you will not be able to uncover issues into each ad groups and its metrics.
The two sections, segment and manage, add little value to the tool. As these two features are available even in the Adwords interface. This feature holds little value to the tool.
Being available at a reasonable price this Landing page quality score tool offers limited features.
|Campaign Monitoring features||No support for Google shopping and bing ads|
|Time and money saving||No bing tools|
|Excellent user interface and extremely easy to use||Not suited for PPC super managers|
However, there is no exact formula for calculating the Quality Score. As the Quality Score depends on three metrics i.e. Click Through Rate, Ad Relevance, and the Landing Page Relevance, we can always look forward to improving these three factors.
Often the advertisers are more inclined towards optimizing the keywords and the ads in hope of improving the Quality Score.
They almost forget about the Landing Page which is the first step towards the conversion funnel. Therefore, through this blog, we have given you insights on how can you optimize your Landing Pages in order to improve the Quality Score.