How Can Landing Pages Help My AdWords Ads?

Between the two most powerful marketing techniques, SEO (Search Engine Optimization) and PPC (Pay Per Click) Advertising, there is one crucial element for your digital marketing success, which is the landing page. Both SEO and PPC advertising have one goal in mind: drive targeted traffic to a particular web page. The web page can either be your website’s homepage or your landing page. A landing page is the web page where customers “land” after clicking your AdWords Ad or after clicking your Meta-Tag. Here’s how having landing pages can significantly help your AdWords Ads.

What Targeted Landing Pages Do for Your Ads

Optimizing a targeted landing page that effectively works for your AdWords campaigns should be on top of your overall digital marketing initiatives. Landing pages are designed to convert traffic into a lead and optimizing your landing pages ensures that every visit generated by either your AdWords campaign or through an organic search engine result will have higher chances of conversion, which is awesome! With more conversions, which could eventually lead to more sales, the ROI for your AdWords investments can be realized sooner than what you may think and Google also rewards you with higher ad rankings and lower costs. Click here to learn why AdWords is beneficial to your business!

When designing your landing pages or selecting one of your landing pages to use in your ad, think about the specific ad that the user just read before clicking on your ad. Is the landing page relevant to the ad? Are the keywords relevant to the ad and landing page? Do you feel that it is the best place to send users who viewed that ad? If not, then you might want to make some changes to your landing page to increase the relevance to the user. Make sure that there is a clear connection to what the user is looking for and where you send them. Sending users to a highly-relevant page is something that can improve performance and possibly increase your Quality Score.

What Is Quality Score and How Does It Help You?

Quality Score is Google’s rating of the quality and relevance of both your keywords and PPC ads. It is used to determine your cost per click (CPC) and multiplied by your maximum bid to determine your ad rank in the ad auction process. Your Quality Score depends on multiple factors, including:

  • Your click-through rate (CTR)
  • The relevance of each keyword to its ad group
  • Landing page quality and relevance
  • The relevance of your ad text
  • Your historical AdWords account performance

No one outside of Google knows exactly how much each factor impacts in the Quality Score algorithm, but we do know that click-through rate and landing page relevance are the most important components. When more people who see your ad and click it, that’s a strong indication to Google that your ads are relevant and helpful to users. Low AdWords Quality Scores are primarily the result of no relevance between keywords, ad groups, ad text, and landing page content. A high Quality Score comes naturally when an AdWords account contains organized keywords in appropriate keyword groups, ad text that corresponds with certain ad groups, and landing pages that connect with the ad text’s offer. While there is no easy, foolproof answer to improving your Quality Score formula, paying careful attention to relevance will greatly improve your scores.