Quality Scores (QS) are determined by Click Through Rates (CTR), but neither of these metrics determine the actual effectiveness of your ad. Only conversion rates do that and only an effective landing page can raise your conversion rates.
After searching for a description of your product, seeing your ad, and deciding to click on it, a potential customer arrives at your landing page. Sounds like her decision to buy is already made, right? Not so much! You see, in the age of infinite distraction, the minute your potential customer gets confused or frustrated, she is on to the next search result. This makes a usable and clear landing page absolutely crucial.
As discussed in my Intro to Quality Score post, CTR is what Google uses to determine QS and measure how much you should be paying per click for your ad. Google lowers an account’s QS as a penalty for taking up ad space that other, more usable, relevant, or authoritative accounts might have occupied. Since ads with more clicks make more money for Google, those advertisers don’t need to pay as much per click. Ads with fewer clicks, however, must to pay more to keep their spot.
If your ads seem stuck in with low CTRs and a low QS, you can try selecting alternative, high CTR keywords, or you can restructure your ad groups. If those approaches don’t improve your CTR or QS, it may be that poor landing pages have earned you a bad reputation with Google (well, their QS algorithm, anyway).
Even if you’ve managed to increase your CTR, neglecting your landing pages means that the clicks you’re paying for aren’t aren’t leading to conversion. Best case scenario: you’ve increased your QS and you’re paying less per click, but those clicks aren’t leading to sales. Worst case scenario: you’ve increased your ad group’s CTR, but you have a newer account that has less historically high CTRs, so your QS remains low; this leaves you paying more per click (sometimes up to $10!) on an ad that is not leading to a conversion. Either way, your bad landing page is losing you money and turning off potential customers.
There are tons of online resources that can help you create a compelling, high converting landing page! Here are just a few:
How have you increased your landing page conversion rates? Share in the comments below!