If you run a small business, transitioning from print ads in local media to Google Ads can involve a steep learning curve. When you purchase an ad in the alt-weekly people grab as they leave the grocery store or the coupon mailers that come in the mail every Tuesday, you know exactly what to expect — you know when, where, and how often your advertisement will appear.
With Google Ads, there are no guarantees. You create an ad and set a budget, but will anyone see it? This is a source of frustration for many businesses that are new to using Google Ads, and it’s one of the reasons why a lot of people end up throwing in the towel.
Today, I’m going to demystify Google Ads by explaining one of the key factors in getting Google to display your ads: Landing Page Experience.
Ad Quality Scores and Landing Page Experience
While search engine ranking algorithms are essentially a mystery, Google Ads has a little more transparency when it comes to their Ad Quality Scores. The better your score, the more often your ad will be displayed to users searching for your keyword.
Landing Page Experience is one of three important criteria Google uses to assign an Ad Quality Score. Many people agonize over finding just the right keywords and crafting the perfect copy for their Google Ads, but they spend no time working on their landing page — this is a huge mistake. Google wants to ensure that there’s congruence between your ad copy and your landing page; they also want to see that once people click through to your site, they’re not quickly leaving because they’re not finding what they need.
What Does Google Look for in a Landing Page?
If you’re struggling to get your Ad Quality Score up so more people see your ads, it’s time to take an in-depth look at your landing page. Take a step back, look at your site from the perspective of a user, and ask yourself the following questions:
Is your landing page clear?
Your landing page should be easy to read, with the information people need front-and-center. Include calls to action and be judicious with the number of links on the page — you don’t want it to be too easy for people to click away from the page and leave.
Is your landing page useful?
Remember: your landing page needs to serve your customer’s needs, not yours. You may want them to sign up for your newsletter, but what’s the benefit for them in doing so? How are you helping the user? How will following through with your call-to-action (CTA) improve their lives?
Is your landing page related to your keyword?
Your landing page should be specific, not generic. If you’re an HVAC business and you’re advertising air conditioner repair in Houston, but you’re sending people to your homepage instead of a page specifically tailored to that keyword, you’re losing business. Every additional click people need to make in order to find what they need increases your drop-off rate.
Is your website transparent?
In both search and in ads, Google is increasingly looking for transparency. They want to know who you are and why people should trust you — in other words, they want to vet your business to make sure it’s legitimate. Providing links to social media, customer reviews, and other social proof can give Google (and potential customers) confidence in your business.
Does your website load quickly?
Your landing page isn’t the place to pull your Instagram feed, have display ads, and showcase ginormous high-res images. Instead, your landing page should be streamlined. Optimize it for mobile, reduce image sizes, and remove all scripts that cause lags.
Does your website have intuitive navigation?
In addition to optimizing your landing page, you’ll also want to make sure your entire website is organized in a way that makes sense. Implementing a website taxonomy with clear page hierarchies and logical categories is also great for SEO, so it’s worth taking the time to get right.
Learn More About How to Perfect Your Google Ads Campaign
Your landing page is just one of the key factors in your Ad Quality Score. If you’re struggling to increase your Quality Scores, then click here to grab a copy of our Ultimate Google Ads checklist to help uncover areas to improve your campaigns.