11 Jan How Landing Pages Impact Quality Score on Every Ad Platform
How Landing Pages Impact Quality Score on Every Ad Platform
In the Pay-Per-Click (PPC) Advertising world, there are a few misconceptions about the ‘effects that landing pages have on Quality Score’. That is not too surprising, given that Quality Score Algorithms are not readily understood, even though they play a crucial role in the successes of PPC Campaigns.
What we have to understand is that Landing Pages are one of the first interactions a customer has with your brand and they set the stage for the creation and maintenance of your relationship with your customers.
What Is Quality Score & Why Does It Matter to PPC Advertisers
Quality Score is an approximation of your keywords’ and ads’ relevance to your target audience. We will find that Quality Score is represented in an Ad Platform as a number from 1-10. This score representation oversimplifies the complexity of the Quality Score inputs that are factored into each ad auction.
More so, each Ad Platform treats landing pages differently in their respective Quality Score equations. And as a Savvy PPC Advertisers, one should understand that various nuances of each platform, to tailor their campaigns for the best results.
Now how do you know how good your Quality Score is?
- Landing Page Experience: Is your ad’s landing page relevant to the visitor’s intent and does it help them accomplish their objectives quickly and transparently?
- Ad Click Through Rate/Engagement: Are your ads clicked as often as competing ads?
- Ad Relevance: Do your ads align with your audiences’ interests and intent?
- Post-Click Conversion Rate: Are visitors likely to convert or take meaningful action after clicking your ad?
- Recency: Are your ads recently published or updated regularly?
If the answer to any of these questions is “NO,” there is a good chance your Quality Score is suffering as a result.
Google Ads – Quality Score
Google Ads’ support content explicitly mentions the importance of landing pages for creating a positive user experience. Advertisers should not assume that Google Ads Quality Score only focuses on landing page relevance, as your landing pages must be relevant to keywords and Ads that your audience click on.
Below are the components of Google’s Ad Relevance:
- Quality Score: Higher Quality Scores lead to lower costs and better Ad Positions.
- Landing Page Experience: Estimates how useful your landing page is to a visitor.
- Expected CTR: Measure how likely it is your Ad will be clicked on when shown.
- Ad Relevance: Measure how closely your keywords match the message in your ads.
Microsoft Ads – Quality Score
The Microsoft Advertising Quality Score is almost identical to the Google Advertising Quality Score, but both platforms provide significantly less documentation for each of the three (3) below listed components:
- Expected Click-Through Rate which has sub-scores of Above Average, Average and Below Average
- Ad relevance which has sub-scores of Above Average, Average and Below Average
- Landing page experience which has sub-scores of Above Average, Average and Below Average
Take into consideration that Microsoft explicitly mentions that the landing page experience factor is based on how many times your audience members leave your Ad’s landing page shortly after arriving on your site. This means that lowering your landing page’s bounce rate can significantly improve your Quality Score.
Facebook Ads – Quality Score
Facebook’s Advertising Relevance is a completely different type of metric from Google’s Quality Score. Also, the three components of Facebook’s Ad Relevance ratings are:
- Quality Ranking: A ranking of your Ads perceived quality.
- Engagement Rate Ranking: A ranking of your Ad’s expected engagement rate.
- Conversion Rate Ranking: A ranking of your Ad’s expected conversion rate.
Facebook’s audience targeting does not rely on search keywords, they do reference “post-click experience” and “conversion rate” in two of the three Ad Relevance factors. Therefore, Advertisers should assume that Facebook Ads can measure engagement and conversion rates on your website.
Quality Score is Important, But Do Not Obsess Over It!
Stretch your Ad Spend further through enhancing the visitor’s experience, improving dev support, taking advantage of Dynamic Text Replacement, improving page speed and relevance.
Your landing page can directly or indirectly affect your Quality Score, so schedule reminders to review our landing page experience scores once per month or once per quarter.
With a little attention, your landing pages will help take your campaigns to the next level.