Google claims their latest tweak to the AdWords Quality Score will clear up the problem of ads with low-quality landing pages attaining high ad positions. Once again, the world’s greatest search engine is seeking a better experience for its searchers and pay-per-click advertisers.
Google has always assigned a Quality Score to AdWords ads to encourage advertisers who provide landing pages consistent with the information that a searcher hopes to find. Bait-and-switch tactics or spammy pages taint the searcher’s experience and lower their satisfaction with search results.
However, Google found that their Quality Score was not always working as planned. Some lower-quality sites were continuing to score high ad positions, so they designed a tweak to correct this flaw. Now, Google plans to evaluate each landing page and assign a value that will increase the Quality Score for highly-relevant, quality landing pages.
Under the new algorithm, the AdWords pay-per-click marketing program should work the way Google always intended. High quality landing pages will win higher ad positions for lower bids.
These tips will help you improve your landing pages and increase your Quality Score.
3 Tips to Improve Your Google AdWords Quality Score
1. Give the people what they want.
Write landing pages that fit with the keywords for your ad group, and do not try to convince searchers that they do not want what they searched for.
Instead, you should provide the solution they sought in the language that resonates with their search terms. The closer your pages match with the searchers intent, the more relevant your content will be.
2. Segregate and dominate.
Some companies try to get by with one landing page per product and fail to recognize that different copy for the same product will resonate with different searchers.
Rather than sending every keyword to the same landing page, consider creating highly specific ad groups and landing pages that target a tight cluster of keywords. Again, echoing the searchers’ exact terms will help you produce content that looks relevant to the search engines.
3. Split test and optimize.
Split tests allow you to tweak your landing pages to improve conversion rates. The better your landing pages convert, the better you can presume you are connecting with the searchers.
Optimizing your landing pages for conversions should help you make changes that Google views favorably.
Google Improves Pay-Per-Click Marketing
Many companies find pay-per-click marketing offers a very cost-effective way for them to advertise and track the return on their investment. Analytics tools and AdWords’ simple interface make it very clear how productive your campaign has been.
Periodic tweaks and algorithm changes demonstrate Google’s commitment to offering the best possible AdWords experience for both searchers and advertisers. If you apply these tips to your landing pages, you should not be adversely affected by these changes.
Do you agree or disagree? Perhaps, I missed something? Either way, I would just love to hear what your thoughts are on this topic… just let me know your alive!