The landing page, also called the lead capture page, is a webpage where visitors land when they click on ads. These pages usually showcase logical extensions of ads in the form of digital sales copies. Landing pages are linked to email marketing campaigns, social media, and search engine marketing.
Two of the most common applications for landing pages are Google search advertising and Google display advertising, which are both conducted through AdWords. These channels will both offer a quality score for ads based a number of factors, landing pages being one of them.
This is resulted in a lot of questions and concerns in regards to landing pages and their impact on quality score. Below we highlight 11 of the most common questions and answers with respect to quality score and landing pages.
1. What is a good click-through rate (CTR) and what is a good quality score? A good CTR is one of between 2% and 5% and a good quality score is one of over 7.
2. Ad Copy testing versus landing page development: Which is the most important area to consider if I have a keyword with a low quality score? We advise you to improve your ad copy before anything else. Note that an increase in CTR that is not accompanied by an improvement of the quality score is indicative of a problematic landing page.
3. Should I create different landing pages for different ad groups if I am targeting the same service? It is advisable that you have a dedicated landing page for each ad group if you have the same offer. This is less important for ecommerce sites that utilize product pages and category level pages as their landing pages. Google looks for clear through-line from keywords being bid on.
4. How fast, after making changes to my landing page, does my quality score change? Google states that its AdWords system will visit and evaluate landing pages regularly. Positive changes to the landing page will lead to a higher quality score over time. According to Google, a change in your quality score might be visible in just a few days, but real results take months to be visible.
5. Is it necessary that all the keywords that I am using in my Ad group appear on my landing page if I want a good quality score? The simple answer to this is no. Google does not check for each and every keyword when determining the quality score. It is only recommended that you have a few of your best keywords in the ad group for relevance.
6. Is Google Display Advertising Network worthwhile? The display network is applicable for certain quality ads, or re-marketing campaigns. It's recommended that you explore Google Display Network (GDN) a little more, but after separating your display and search campaigns. To maximize your potential on the GDN, learn how to create Google AdWords Image Ads and learn how to use such tools as the Google AdWords Display Ad Builder, the Google AdWords Placement Tool, and the Google AdWords Contextual Targeting Tool.
7. How do I go about testing to determine the ad position that will give me the best CTR? You have absolutely no control over ad position. Google determines this based on your bid and quality score and the bids and quality scores of competitors. To determine you best ad position and to improve the overall success of your local PPC strategy, you'll need experiment with different bid prices.
8. With regards to quality score, which is more important between Meta tags, titles, and content? Google mostly looks as transparency, relevant content, and navigability when considering your landing page. When it comes to your heading/title, focus on communication of a clear message and relevance to ad copy and keyword. Note that your conversion rate does not influence your quality score and Meta tags are therefore not important when it comes to quality score.
9. How often is quality score updated? Calculations of the quality score take place every time a search that triggers an advert takes place, meaning Google uses statistical history from your account, ads, and keywords in ranking ads and in determining what your PPC is in real time. It is however, important to note that it takes time for quality score to have a significant change.
10. What is the proper ‘load time’ on a landing page? It's recommended that you only take action if Google says that you have a ‘below average’ landing page experience since slow loading time can affect the quality score.
11. I have going through the process of optimizing landing page, ad copy, and ad groups, but I am still struggling with my quality score – what do I do? If this is the case, you either have not given enough time for your quality score to improve or you have not optimized everything.
We hope these insights can help you create more conversion oriented landing pages that respect the factors of quality score as well as what users look for when they land on you site.continue...
Reviews are a great tool for local SEO. The significant thing about reviews is that they are not under one’s control, and they should not be. As such, it becomes a bit hard to get the type of reviews you want whenever you want. In this case, a business should use proven stratgies to ensure they generate positive reviews for their reputation and overall SEO efforts.
The first thing to note is that people rarely ever give positive reviews, but they often give negative reviews. Customers find it easier to express dissatisfaction in a company than satisfaction. As such, the only way to get good reviews is to ask for them. This is actually the first tip.
Reviews are good for business but they have to be positive. Negative reviews ruin business by turning away potential and some existing customers. Positive reviews attract more customers and breed loyalty in existing ones. A business should always ask for reviews. To get positive reviews, first ask customers that have been satisfied by your products and services. They most likely definitely give positive reviews.
Also, ask other customers to give you reviews about their experience with your business. For the mere fact that you have asked them kindly, they will definitely give a positive review to help with local SEO. In case of any dissatisfaction, it will be put more mildly. Peoria SEO company OIC Group is highly proficient at doing this and has helped many clients acquire positive reviews using these simple strategies.
Currently, local SEO is inclined towards providing an interactive platform between customers and businesses. This is different from the initial strategy that was only aimed at pleasing search engines. A business should more often than not, respond to reviews given by customers.
Acknowledge positive reviews with gratitude and invite the customer for another experience. Politely respond to negative reviews and promise to address the source of dissatisfaction for the customer. Questions should be answered effectively.
This interaction gives the business a human feel that customers can trust in. Local SEO is a big fan of interaction, prompt feedback especially. Prompt feedback will generate more reviews since customers are assured of getting a response as soon as possible.
Businesses tend to establish a local clientele base with whom they constantly interact with through social media, emails and blogs. These loyal customers and followers are some of the best people to get reviews from.
Email or share a link to them that will direct them to your reviews’ page on your website. Use an attractive and interesting message to ensure the link is not missed.
This tip stays true to the clause of if you can’t beat them, join them. Customers often get attracted to simple offers. You would be surprised at the large following a free samples offer will attract. To get positive reviews, promise a certain offer to your customers. Using an incentive is better than paying for fake reviews. This is because incentives attract real customers and internet users that are legal for local SEO usage.
The most important thing to note about reviews is that they should be real and that feedback is an important factor. With these simple tips, a company will be able to attract more reviews and more customers for its business.continue...
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