subject: Google Adwords Secrets - How Do You Create Your Landing Page So You Pay Less Per Click? [print this page] Pay per click advertising is not just about bidding the highest for a keyword but also about whether your campaign has a high quality score. Quality score is determined by how relevant your ad and landing page are to your keyword. The landing page is the page the visitor goes to when they click on your ad.
This article refers to the Google AdWords system and how you can get a high quality score there.
So how do you create you landing page for a high quality score? Make sure you include the keywords in your meta tags, these are: the title, description and keywords fields. You can see these tags at the top of your page code like this:
Enter Page Title Here
The second line from the bottom is just an instruction to the search engines to index your content.
Include the keyword in the title and body of the page. 2% density is good. That is, 2 out of every 100 words contain your keyword.
Make sure your landing page clearly shows what was promised in your ad. For example if your ad mentions "brown men's shoes", take the visitor to the page about "brown men's shoes" and not just "shoes".
Your visitor doesn't want to have to look around for what you promised and will leave your site quickly if they cannot find it. This will lead to high bounce rate (number of people leaving your site). This is measured by Google and will lead to a lower quality score.
Make it easy for your visitor find what they want. This leads to a higher Click-Through Rate (CTR) on your landing page. CTR is just the measure of how many people coming to your page click the links on it. So if 20 people click on the links for "brown men's shoes" it shows that the page was relevant and Google gives you a higher quality score.
Ensure your site loads up quickly. This can also affect your quality score.
Don't use any pop ups on your site. Or anything that obstructs the user from viewing the page.
Ensure that the user can press the back button when on your site and isn't obstructed in any way from leaving your site.
Other things to consider Your quality score also depends on how relevant your ad is to your keyword. So include the keyword in your ad too. CTR is also important. Not the CTR on the landing page but rather the CTR in Google. This is how many visitors to Google clicked on your ad out of 100. For example, if 5 people out of 100 clicked your ad, your CTR is 5%.
