Archive for December 25th, 2008

Quality Score - Landing Pages

Thursday, December 25th, 2008

Landing pages can have a significant impact on the quality score of keywords in a PPC campaign, but they are often overlooked by campaign managers and website owners. For some companies, the vast majority of sales come through Paid advertising rather than natural listings. Where budgets are often several thousands of pounds each month, ignoring landing page quality can be a costly mistake.

Choosing the right landing page is crucial for maximising conversions, not just improving quality score. Whilst most people are shrewd enough to pick the best page for each keyword, they often do not take the next step - optimising the landing page to give the best possible quality score.

To improve your landing page, you should ensure that its content is relevant  to the keywords and adds that are used to find it.  In general, this means ensuring that your keywords (and related words) are on the page.  In addition, make sure that your landing page has substance. If you do not have enough content, it can hurt your score.  You should also take note of your page’s load time, as excessive load times can negatively affect quality score.  In the vast majority of cases, this will not be an issue, as the load times are quite generous.  It is, however, something to be aware of.

Optimising Landing pages can also have a knock-on effect that improves your natural listings, as there is some similarity in the techniques used for landing Page optimisation and SEO.  However, it is important to note that landing pages are just one aspect of quality score, but can have a huge effect on your conversions and ROI.  For this reason, the primary focus of landing pages should be to maximise your conversions rather than your quality score.