Getting A Great Landing Page Quality Score For PPC Advertising With Google AdWords

Published By Martin Aranovitch

If you want to achieve the lowest possible CPC (cost-per-click) for your PPC Advertising campaigns using Google Adwords, then you need to know how Google's Quality Score affects your landing page and the best ways to improve your landing page quality score ...

Before we discuss how Google's Quality Score affects your landing page (i.e. the destination page you are sending visitors to after they click on your PPC ads), let's take a brief look at the concept of "Quality Score" itself:

First of all, you need to understand that Google's Quality Score is still something of an enigma, even to PPC advertising experts and Internet Marketing gurus. Quality Score for Google and the search network is a dynamic metric assigned to each of your keywords. It’s calculated using a variety of factors and measures how relevant your keyword is to your ad group and to a user’s search query.

The function of Google's Quality Score metric is to make less-relevant advertisers with more money to spend on advertising than advertisers with more relevant ads PAY MORE to take over an ad space where they really shouldn't be advertising, or perhaps where they really just don't belong. QS is not a perfect solution to this problem, but this is why it was developed.

Quality Score is used in several different ways, including influencing your keywords' actual cost per clicks (CPCs) and estimating the first page bids that you see in your Google Adwords™ account. It is also used to partly determine if your keyword is eligible to enter the ad auction that occurs when a user enters a search query and, if it is eligible, to determine how high your ad will rank.

Quality score isn't just a new gimmick for the search engines. Search engines want to provide users with a good search experience and the kind of trust that builds long-term loyalty. Quality score doesn’t maximize short term profits - it a move to maximize long term revenue. Google thinks of searchers as their users.

Quality Score, therefore, helps to ensure that only the most relevant ads will appear to Google users on Google Search and the Google Network. It is important to remember that the Google Adwords™ system will work best for everybody (i.e. advertisers, users, publishers, and also Google itself), when the ads being displayed match your users' needs as closely as possible. Quality score, therefore, affects your keywords minimum CPC (Cost-Per-Click) and their position in the search results. It can also influence whether or not your ad even shows up.

Landing Page Quality Score

The point of the landing page quality score is to penalize advertisers who don't provide useful landing pages, and give them a lower rank within Google's quality ranking, which raises the cost of their minimum CPC.

More importantly, if you are already striving to produce quality sites and landing pages, a better quality score will lead to better rankings for your ads and a lower CPC.

So, how do you get a better landing page quality score?

According to Google, there are 3 things they consider important when calculating your landing page's quality score: 

1. Relevant And Original Content
2. Transparency
3. Navigability

Here's how to get a good quality score from Google and get greater ad conversions at the same time:

Relevant And Original Content

To begin with, make sure your domain name is relevant to your target market.  For your landing pages, make sure that for each keyword you have, you also create a separate landing page.  Make sure too that the keyword is in the URL, such as "growroses.php" if your keyword is "grow roses". 

Second, make sure to include your keyword in all of the title tags, meta tags, and description meta tags in your landing page.

Thirdly, make sure that you've got original content on each of your landing pages. This is especially important for affiliate marketers, as there could be hundreds of landing pages online promoting the same product (and you do want to avoid Google's Duplicate Content Penalty, which is another thing to watch out for altogether). 

By making your content different from that of the vendor of the product, you'll not only increase your quality score over that of your competitors who are just recycling the vendor's information, but it could also give you have an impact on whether your PPC campaign is ultimately profitable or not.

Transparency

To meet Google's transparency requirements, make sure your landing page links to a valid sitemap, contact us page, and privacy policy page.

What Google wants to see is that you openly share information about your business, and how your business operates.

When requesting information from your site's visitors, make sure to provide them with the privacy policy so that they understand how their information is going to be used. 

Another good idea is to limit how much information they receive from you by giving them an option to opt-out of some correspondence.

Google likes to see users being given the choice of how their information is used.

An obvious aspect of transparency is by delivering on the products and services that you offer in your ad, and to only charge customers for the products and services that they actually order and successfully receive. 

While this may seem implicit in your site, it doesn't hurt to find a way to say it somewhere on the landing page.  It will both raise your quality score with Google as well as put your users at ease.

Navigability

Google wants to see a clear path to follow on your landing pages, making it easy for users to purchase or receive the product or service you've advertised - which is exactly what you want too. 

Avoid using pop-ups, pop-unders or other obtrusive elements in your landing pages.

Now that you've got great landing pages with great quality scores, you can then turn your attention to your Adwords campaign. 

By matching the best keywords with your customized landing pages, you can maximize conversions and minimize your CPCs, resulting in a bigger profit margin for you.

**** USEFUL RESOURCES ***

Two great tools that will help you maximize your CPC advertising campaigns are Adwords Digger and PPCKahuna. 

Adwords Digger

AdwordsDigger is 100% free and will help lower your CPC and give you a higher conversion rate. Adwords Digger will check thousands of sites and tell you what sites are the best ones to promote your keywords on using Google's Site Placement Targeting option.

This tool is not a guide ... it's an actual software program you can download at no cost and use to streamline your Google Adwords™ campaign.

Go to www.adwordsdigger.com and download the full version of Adwords Digger for FREE!

PPCKahuna

PPCKahuna is an extremely powerful suite of products designed to help you create profitable PPC campaigns quickly and in a way that satisfies all of Google's requirements. PPCKahuna is not free, but the tools and training system it provides will save you many hours of labor in areas like researching profitable keywords, creating unique landing pages for each of your keywords, writing compelling ads that convert, and so much more.

For more information about PPCKahuna, go to www.PPCKahuna.com, or read my comprehensive review of the " PPC Kahuna 14-Day Niche Domination Training" program.

***

About:

Martin Aranovitch is a successful SME (small to medium enterprise) business coach, sales trainer and web business entrepreneur. Visit his site www.SocialBusinessWeb.com  to download a FREE report on How To Profit With Your Own Social Networking Site.

Source: http://www.portalfeederpro.com

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