Important Landing Page Quality Score Myths For PPC
Your landing page quality affects your AdWords quality score and quality score has a huge impact on the achievement of an AdWords account. So, it’s significant to separate the fact from the fiction about what affects landing page quality score, and to understand what you can do to improve your landing page.
Keyword on the landing page
Include specific keywords that directly relate to the specific subject of your ad group and landing page. For best ad visibility, include relevant keyword variations, along with singular and plural versions. If applicable, think using colloquial terms, alternate spellings, synonyms, and product or serial numbers.
Adding a privacy policy
If your site doe not collect any personal information, then you do not need a privacy policy. However, if you have personal information, such as an email address, phone number, or credit card, having a privacy policy will facilitate your quality score.
One of the quality score strategy is transparency. Your privacy policy may say that you will sell any information given to you to the maximum bidder. However, the details you put that into your Privacy Policy means you were transparent to the user on what would happen to their personal information.
Adding an ‘about us’ page
This is a good practice from a user standpoint, it is not a complete must. As above, the definite AdWords guideline is to be transparent to the user. However, it is a good practice as this could very easily be supplementary to the landing page quality score formula and being transparent to users about your business is very much inline with Google’s goals.
Microsites and dedicated landing
Google does wish a user to have choices, you can simply build a page that showcases a single product or service while still giving the user navigational choices. While microsites or one-page-wonder sites have taken some quality score hits over the past couple years, dedicated landing pages are still successful.
PageRank
PageRank is stored at the page level and not the website level. Google has a completely dissimilar bot and algorithm for PageRank versus landing page quality score. While both ads-bot and Googlebot may share some data, the way the data is in reality processed is separate and for entirely different purposes. A brand new site can do well in PPC. A site that is excluded from the organic SERPs can do well in PPC. A site banned from PPC can do well in the organic SERPs. Landing page quality and natural search rankings are totally unrelated to each other.
Load Time
Google only looks at how long it takes the page’s HTML to load in influencing landing page load times. If your site is loading so gradually that you see a problem with load times in your AdWords account, you have larger issues with your site. Just loading a page’s HTML should be extremely quick. It should be noted, Google has said they may ultimately incorporate all page elements into the load time for determining quality score. If this happens, you must optimize your images, scripts, and other called files.
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