Fellow member of the list, Ralph Denzler (name shared with permission), asked:
“Can you give a few tips on optimizing the landing page quality score?”
Thanks for the question, Ralph!
Here are three things that immediately come to mind:
1. Nail the intent behind the user query, not just the keyword
To do this, research the intent behind the search terms that match your keywords. Next, make sure the ad copy reflects your understanding of that intent and delivers a promise to fulfill the intent. Lastly, make sure the lander makes good on the promise of the ad; mirror the ad’s promise in copy above the fold (info-scent), and make next steps stupid-obvious.
All in all, the lander should resonate with the searcher’s intent and the promise of the ad copy. No surprises -> higher LP experience.
2. Fix Core Web Vitals
A bit technical, but very important. Think: LCP <2.5s, INP <200ms, CLS <0.1. Ship SSR or static pages, preconnect critical origins, kill render-blocking JS, and trim third-party tags. Faster pages drive better user experience.
TIP: Monitor the ‘Mobile speed scores’ of your landers. (See: https://support.google.com/google-ads/answer/7450207)
PRO TIP: Use a Google Ads script to monitor the speed scores and send alerts if any of your top X landers scores <7.
3. Add trust signals
Think: prominent contact info, detailed product/service specifications, clear shipping/return policies, certifications/trustmarks, guarantees (if applicable), and customer reviews near the product/service.
BONUS: No pop-ups! You won’t believe the number of account audits I’ve done where pop-ups turned a warm lead into a cold exit…
Hope this helps!
– Nils
PS: I’ve decided to try and help some more PPC friends by answering questions via an ‘Ask Me Anything’ each Wednesday.
If you’ve got a question to which my answer would benefit a larger part of the community, send it my way, and I’ll try to answer it 🙂