Struggling with Low-Quality Score? Try These Methods in your Google Ads account!

Landing Page and Keywords: Everything you need to know!

Landing Pages are the very essence of your business site, whether it is related to an object or a service. It is the first thing that a visitor who can be a potential customer sees after they click on a link that the search engine provides them. 

In this competitive world, there are a lot of choices for customers to choose from. If your landing page is not up to the mark, they will simply leave. It must be a mixture of many components that are eye-catching, informational, and interesting as well. 

Here, we will discuss with you a few points which will help to keep the reader's interest and also tell you how keywords play a vital role in building your landing page. 

Understanding Keywords and their importance

Keywords are those prominent words and topics that a user enters in the search bar of any search engine and then gets the results accordingly. They are also known as search queries. Every day, millions of searches are performed on many search engines, and that is why getting the perfect Keywords for your site is an important thing.

Google, which is the most famous search engine in the world, ranks the ads on various factors and most of them are related to the keywords. Getting the perfect keywords for your page means getting a better rank, which ultimately results in getting a better position for your site in search engines.

Now, since everything comes with a price, Google charges you for the keywords you put on your site. The cost or the bid that you pay for a certain keyword is also known as 'Cost per click (CPC)'. Your keyword relevancy, ad relevancy, and the quality score directly influence the CPC. Quality score is a metric that is a sort of rank given to the keywords. It is determined through various factors like the choice of keywords, the time spent by a visitor on your site, their interaction with your site, etc. A score of 10 is the maximum quality score you can get. A good quality score is 7 and above. 

How Do I Improve My Google Ads Quality Score?

Now comes the real thing, how can one improve the Quality Score? Let us explain this with the help of some points. Here, you will notice that for every step, there are 2 possibilities, one being 'yes' and the other being 'no'. Consider the following –

? First, you have to pick your most expensive keyword. Now check whether its quality score is above 7. If yes, then move on to your next most expensive keyword and repeat the same. If no, then check how many keywords its ad group contains.

? If it contains more than 10 keywords, then restructure it into a smaller collection of keywords, less than 10 if possible. But on the other hand, if there are already less than 10 keywords, then check the match types. 

? Be sure that you are using exactly matched keywords. Add the keyword to its exactly matched variation, which you will be monitoring for CTR.

? And when you are done with all this, move on to your landing page. Experience it with the eyes of a visitor, and notice if you find something dull or below average. Once you find that thing, try to resolve or correct it as soon as possible. Keep doing this regularly, make sure all the CTAs (Call To Actions) such as 'login', 'sign up', 'contact us' etc. are working properly. 

? Once you resolve the problems, move to the ads on the page, and check how many ads are running. If there is only one, then quickly make the second. If there are more than 2, then keep the best 2 on the site and pause all others. There is a better possibility that you get faster results when there are no more than 2 variations.

? Now, check for the CTR (Click Through Rate). If your ad CTR is above average and your quality score is 7 or above, then everything is well and good. But if you've done everything mentioned above and still have a below-average CTR, then this means that other advertisers are getting better CTRs than you and Google is penalizing you for this.

? Now, you have to move your attention to the ads. Check whether both your ads have more than 200 impressions. If not, then wait until it gets more than 200 impressions. If it has reached more than 200 impressions, then check the ad with the lower CTR.

? Now, make a new ad and wait until the next day. If you are still unable to get the desired results, then re-check all the above-mentioned points thoroughly. 

Working on the landing page: Some points to remember!

• One person at a time: Whenever writing for the landing page, make sure you address a single person. Raise some FAQs (Frequently Asked Questions) and answer them, smartly inserting the fact that you can help in resolving the same. Also, divert the reader's attention towards the benefits of your product/service(s).
• Pain Points: This is to identify what objective you want your landing page to serve the readers. It could be sales, some sort of information, or a link to any other page. Try to be as precise as possible and not to exaggerate whatever you are trying to tell or sell. Keep your best deals and services on the very top, to keep the reader's interests. Also, do not give too many options, as it may result in confusion and divert the visitor's mind towards other sites/pages. 
• Be A Human, not just another page: Try to sound more like a human, not just another page stating the benefits of using their product/service(s). Although you have to look out for the grammar, try to convey your message as if you are talking to a friend. Do not try to feed them unnecessary details, because now almost every customer has a lot of information about the product or service they need, thanks to digitalization.
• Creating Correct Links: There must be a complete bonding between the landing page and the link used to get to it. Make sure they find what they exactly searched for. If they have clicked on an ad, then they must be directed to the same product only, and then you can give them other suggestions as they scroll down.
• Call To Actions (CTAs): A Call To Action (CTA) is a common yet very effective tool. It is a form, a link, an image, or anything through which a customer can interact with your site. A CTA could be a 'buy now' or 'add to cart' button, a link directing them towards their interests, or a clickable image which they can zoom in for better understanding. A CTA is a crucial factor in deciding whether the visitor will stay or not, so try to keep most of them at the very top. Some better examples are the 'login' or 'sign up' buttons.

Conclusion

To conclude, I would just like to say that getting a perfect landing page is not just about how it looks, but about how it feels. Since it is a mixture of technical terms and presentation skills, I hope this blog will help to give you an overview of how a better landing page could be delivered. 

References:

https://www.ppchero.com/5-ways-to-make-your-landing-page-work-harder/ https://tenscores.com/blog/empathy