Landing page experience refers to how good we think someone's experience will be when
they get to your landing page (the web page that they end up on after clicking
your ad). You can improve your landing page experience – and Quality Score – by
focusing on three things: relevant and original content, transparency and ease
of navigation.
Many things can affect your
landing page experience. For example, is your landing page relevant to what a
visitor is looking for? Is it easy to find your contact information? Is the
page itself easy to navigate? Your landing page experience affects not only
your Quality Score,
but also your advertising costs and ad position.
Why landing page experience matters
If you've ever owned a car, you probably know that getting
tune-ups can help you get better mileage, prevent costly mechanical problems
and make your car run better in the long run. Landing pages are kind of like
cars – make sure that they're tuned-up properly, and you'll likely get better
performance and savings out of them down the road.
A good landing page experience can help you gain the trust of
your customers and keep them coming back to your site. Get more mileage out of
your landing page by making it easier for visitors to make a purchase, sign up
for a newsletter or do other things that you want them to do on your website.
How we determine landing page experience
To determine your landing page experience, we look at a number
of different things, from the actual content on the page to the overall design
of the page. Below are some of the things that we encourage you to keep in mind
when designing your landing page.
1.
Relevant and original content
o
Is the purpose of your site
clear?
o
Is your site actually useful to
visitors?
o
What does your site offer that
other sites don't?
2.
Transparency
o
Is your business and contact
information easy to find?
o
Are you upfront about any
information that you're collecting from visitors?
o
Can people easily tell what'll
happen when they perform an action on your site?
3.
Ease of navigation
o
Is it easy for people to find
what they're looking for?
o
Does your site have too many
links that might confuse people?
o
Can people easily find
information to learn more or answer questions?