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...
As an ecommerce business owner or marketer, PPC ads are one of the many marketing tactics you can employ to draw in new customers (and make repeat customers of those who currently shop with you.) But, why should you integrate the ever-sensitive Google Display Network (GDN) as a part of your PPC ad marketing?
These are a few ways ecommerce sites can benefit from the GDN as an efficient traffic generation tool. So below we share a few insights as to why e-retailers should embrace the GDN in an effort to see a greater return on investment they are making with paid advertising mediums.
With GDN, while clicks may only range from the $2 up to $12 range, this is in comparison to nearly $100 ads used by certain industry leaders trying to get the most per click on an ad. With a good mix or remarketed campaigns as well as general GDN campaigns, these ads will help lead to the targeted traffic your business is looking for, at a more affordable rate than competitor PPC ads.
Distributors, resellers, and similar industries which use ecommerce PPC advertising services, might have non compete clauses in their contracts; here is where GDN ads can work marvelously. Since you are limited by keywords which can't be used in these industries, GDN based paid ads will help draw in the targeted traffic you aren't getting from certain keyword based searches.
No infringement on non-compete clauses, plus targeted traffic via PPC ads, means your business will still benefit from targeted traffic in your niche.
Low quality scores are something we deal with occasionally, even with high quality ads being put out. One such example is having to sacrifice quality, in order to meet a deadline when putting out an ad.
Turning to GDN ads, you won't see the lag in traffic to your site, simply because of a low quality score elsewhere. With highly targeted GDN ads, not only do they provide specific targeted content for your audience, but help bolster your online marketing efforts as well.
Just like managing keyword search and SEO history, you have to measure the GDN ad placement as well. Look for the clicks for certain ads, in order to determine which ones are working and which ones aren't, in order to remove those which are counter intuitive to your efforts.
Targeting your niche with ads is something you should experiment with as well. Using complementary ads through GDN, in addition to search engine campaigns, will help improve your online visibility, and help bolster the targeted traffic you are receiving on your site as well.
Google Display Network ads can prove extremely beneficial as a part of your paid marketing efforts as a business owner. Even when search engine marketing is going well, and PPC ads are working elsewhere, leveraging your site with targeted GDN ads, can truly help bolster your online presence. And, if quality is lacking elsewhere, or if you are overpaying for ads elsewhere, the low cost of GDN ads can help balance your overall costs, and help create a balanced marketing campaign online as well.continue...
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