The web page that potential customers see when they click on a Google AdWords ad could be affecting how much an ecommerce business pays per click and where its ads appear on search results. Google AdWords Landing Page Experience is a measurement of how well an ad’s landing page serves potential customers. This metric impacts an advertiser’s AdWords Quality Score and is a factor in Ad Rank, which in turn affects the cost per click an advertiser pays; the position of an ad in the ad auction; and even whether the ad will run or not. Follow these and your company’s AdWords Landing Page Experience score should improve. While this might be the first page an advertiser thinks about when she imagines her company’s website, it is probably the least relevant destination for a potential customer clicking through from a product search on Google. — For example, if you searched for “men’s solid cologne” on Google and then clicked on an ad that read “Waxed-Based Solid Cologne,” you would expect to find a page filled with solid cologne options. And you likely would not follow the site’s navigation to locate men’s solid cologne. Rather, having a mobile-optimized site is as important as having a site at all. Given that many, if not most, of a company’s potential customers will be using a mobile device, it only makes sense to offer a mobile shopping experience. Easy to Navigate Google AdWords presumably wants a shopper to be able to click through to a page that answers her questions or otherwise leads her to the specific item she wants to buy.
The web page that potential customers see when they click on a Google AdWords ad could be affecting how much an ecommerce business pays per click and where its ads appear on search results.
Google AdWords Landing Page Experience is a measurement of how well an ad’s landing page serves potential customers. It describes whether Google believes the landing page is likely to meet user expectations.
This metric impacts an advertiser’s AdWords Quality Score and is a factor in Ad Rank, which in turn affects the cost per click an advertiser pays; the position of an ad in the ad auction; and even whether the ad will run or not.
Martin Roettgerding of Bloofusion Germany, a Berlin-based search marketing agency, estimated that Landing Page Experience accounted for more than a third of a typical advertiser’s Quality Score. So ignoring this single factor may have a significant impact on a company’s pay-per-click advertising success.
Google has outlined recommendations for landing page optimization. Follow these and your company’s AdWords Landing Page Experience score should improve. What’s more, some of Google’s recommendations for improving Landing Page Experience are also conversion optimization best practices. Put another way, boosting your business’s Landing Page Experience score for AdWords might also help you sell more.
Relevant, Useful, Original
Perhaps the cardinal sin in any Google AdWords campaign is to simply dump folks on a website’s home page. While this might be the first page an advertiser thinks about when she imagines her company’s website, it is probably the least relevant destination for a potential customer clicking through from a product search on Google.
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For example, if you searched for “men’s solid cologne” on Google and then clicked on an ad that read “Waxed-Based Solid Cologne,” you would expect to find a page filled with solid cologne options. Anything less would not be relevant or useful. It wouldn’t meet your expectations. And you likely would not follow the site’s navigation to locate…
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