Landing Page & Quality Score Optimization

Landing Page & Quality Score Optimization

Landing Page and Quality Score Optimization

What Goes Into Landing Page & Quality Score Optimization

If you are looking for quality score optimization – make sure that you start with the landing pages. Hundreds of data signals are taken into consideration by Google and Bing Ads in order to dish out rankings for advertiser landing pages and quality scores. This became a tradition in order to weed out spammers and advertisers who consistently broke marketplace guidelines in order to increase conversion rates at the expense of the users search experience. In essence – quality score and landing  page rankings are fluid, self-policing, user behavior data driven, arbitrary benchmarks.

Listed below are a couple examples of what goes into landing page relevancy. This relevancy ultimately leads back to Quality Score.

Fix one and the other should over time fix itself.

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Relevancy

If you are directing traffic from the keyword “data deduplication” the destination URL attached to the served ad for that group of traffic needs to have relevancy with “data deduplication”. Sending the traffic to a page tailored to “puppy daycare” will not yield any results or conversions because they are two entirely different subjects.

Being able to predict what your traffic wants to see before you serve them ads is essential to the relevancy factor on landing pages, it is also important to quality score optimization which will be performed for any PPC account during it’s lifetime.

Assessing the reaction between your landing page content and the traffic being sent forms a clear picture of how you should optimize the content further. If bounce rates remain high even though you have “data deduplication” content on your website, try appending the way the content is shown or even how it is written.

Clear Headline

When anyone lands on a page, it has become programmed into us over time to look at the headline, or the very top of the page to verify or double check that we are indeed reaching the correct or relevant destination. If the wording in your headline is not aligned correctly with your target audience, expect slightly higher bounce rates.

Don’t Confuse Your Customers

Having relevant content is always a must. When dealing with paid traffic, the problem at hand with some landing pages is that there is too much going on the initial destination URL. Try focusing in on your product or service much faster and giving the end user a clear and concise path of what you want them to do. Sometimes it’s better to ‘dumb down’ a landing page for the sake of simplicity.

Readable and Easy To Navigate

When people are purchasing a product online, they want an easy-to-navigate path in which they can go back and forth between where they started shopping and where they are ending. Utilize bradcrumbs to lay this path out for traffic. Illustrate generally accepted forms of payment (Visa, Mastercard, PayPal, etc. etc..) and again, keep it simple. The last thing you want is your potential customer becoming frustrated with how your checkout works and only have them abandon the cart. Analytics programs specialize in identifying your user’s start-end path, which when leveraged can save many business owners many headaches by highlighting the issues within the landing page that can be fixed.

Don’t Get Data Greedy

Asking too many questions about the customer’s background or personal life can be a turn off. Understanding what that threshold is can increase the percentage of the desired action taken. The opposite is true as well, ask too little and you won’t get anything to build yourself a bigger picture of your customer.

An email is mandatory at all times. For e-commerce products, follow the norm for required checkout information. Anything else beyond that point should be depicted in a way that doesn’t force any visitor to disclose any information they don’t want to. If you personally feel uncomfortable releasing certain pieces of information then why should the customer?

Form Above Fold

Lead generation can be tricky, but not impossible. Making sure that the form fill out is above the fold and is visible as soon as someone lands on the page without having to scroll up and down to look for it.

Clear Call To Action

Keeping call to action buttons above the fold ties back into the KISS mentality. It also allows you to create your very own A/B test environment. Putting one button at the top and another on the bottom with only one differentiating variable (wording, color, shape, etc.) will allow you to make the best possible button for herding your traffic to convert. In essence you are making the button as clear as possible.

Security

As this industry grows, more emphasis will be put on businesses security set up. Whether you are a large or small company, the search engine giants will not discriminate if a 10-year-old can steal your customers/leads information.

Visible Privacy Page

Make sure that you have a ‘privacy page’ or ‘privacy policy’ that is not only visible on the top and/or bottom of the page but that is accessible to everyone.

Offer Engagement Incentives

Nothing brings in leads faster than having some sort of ‘give-n-take’ mentality surrounding your website. When visitors feel as if they are truly getting a good bargain, they won’t hesitate to take you up on your offer. If you are having a sale and your site looks as if nothing ‘special’ is happening, that’s something to work on.

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Synchronize Your Efforts

Conversion Rate Optimization is following basic landing page optimization steps based off certain analytics data points repeatedly in a workman like manner to continuously increase the completion of goals you put in front of the visitors.

Essentially you have to synchronize the landing page to the traffic that lands on it and you will be optimizing the conversion rate itself. Creating multiple landing pages for different sets of traffic makes this process even simpler, it not only allows you to split test conversion rates but also allows you to perform quality score optimization because you are trying to make the landing page as relevant as possible to the incoming traffic sources.

For more in-depth and personalized assistance with landing page build outs, please fill out one of our forms on the bottom of the page. We have specialists for all landing pages. Whether you are looking for SEO lead generation, arbitrage splash pages or PPC e-commerce, WebCroppers does it all!

Quality Score Optimization

Quality score optimization is a grueling process that is used to ‘crack’ the stranglehold quality scores have on may paid search accounts. Over time people began finding out what specific variables make up the quality score. This made it possible to perform quality score optimization and quantified it’s existence.

Each account is slightly different, so when you perform quality score optimization, take that into consideration.

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Never look at those percentages as a fixed number. Always perform tests to verify that the make up is still identical. Once that task is accomplished you have yourself a blueprint of how to go about performing quality score optimization.

Each one of those categories should always be dealt with on an even keel. In certain situations geography will give you a larger contribution to quality score than account history. In others, it’s vice versa. You cannot have the mentality of being able to cut corners and skip certain paths that make up this infinite circle of Quality Score. After all, each one of those categories feeds back and forth between what it sits to closest. In reality, QS is a number that truly grades how well you are putting everything together from a pay per click perspective.

Quality score optimization is something that every pay per click account manager should be well versed in. As accounts grow certain parts of it begin to weaken. To strengthen them, the many individual steps of quality score optimization would have to be performed.

“But whenever I create a keyword it automatically starts out under 5. Does that mean everything I do is wrong?”

Not necessarily. There are two reasons why Google serves low quality scores from the get go. The first is due to shady dealings within the industry. Weight loss pill keywords are hard keywords to improve quality score wise due to the stigma of being ripped off surrounding the industry (i.e. Green Coffee Beans). The second is that your account history is playing a large role determining your quality score.

If you are in that first bucket, re-evaluate your business plan and marketing options. Certain industries go away from mainstream platforms and become part of the affiliate world (i.e. weight loss, adult, dating, tech support centers, etc). Because of this, quality score optimization becomes near impossible.

The second group of individuals with low quality scores with dodgy or poor account history performance still have the option to fix their account and perform quality score optimization. Rule of thumb – if over 40% of the keywords that populate your account are under the quality score of 3, delete them immediately and start from the beginning. Re-structure your account, pull your ads, create new landing pages and most importantly don’t enable any of the keywords you deleted. Improving account history which is one of the biggest variables to quality score optimization is a long process, but not impossible. It’s harder to get results when Google determines the quality score based off industry activity than it is because of poor pay-per-click management.

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If you are concerned about your performance with quality score optimization, please feel free to fill out our form. Here at WebCroppers, we understand that each account is unique and different. There is and never will be a ‘one size fits all’ approach to quality score optimization. What affects an e-commerce business will not be the same for a branding or lead generation business model. In the future as PPC continues to expand, the use of a metric to gauge all the moving parts will be more common. Bing has been using a similar version of AdWords quality score for it’s own platform and with the rise of native ads and programmatic data buying there will be a need to centralize account performance from the search engines. So the sooner your account has a documented approach to quality score optimization, the better off you will be.

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