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Improving Your Google Ads Quality Score with Landing Page Keywords

Updated: Jun 13

Getting a high Quality Score in Google Ads is crucial for lowering your costs and improving ad performance. One important but often overlooked factor that impacts Quality Score is optimising your landing pages with relevant keywords.

Why Quality Score Matters

Quality Score is Google's rating system that determines the quality and relevance of your ads and keywords. It's calculated on a scale of 1 to 10, with 10 being the highest. The higher your Quality Score, the lower your Cost Per Click (CPC) and better ad placement you will get.

Quality Score is based on three factors:

  • Expected Clickthrough Rate (CTR) - How well your ad is likely to perform. A high CTR signals relevancy.

  • Ad Relevance - How closely your ads match the searcher's intent.

  • Landing Page Experience - The quality and relevance of your landing page.

Since landing pages directly impact the landing page experience component, optimising them properly is vital for a good Quality Score.

How Landing Pages Impact Quality Score

Google wants to provide the best user experience by showing relevant ads that send searchers to useful landing pages. If your landing page doesn't match the searcher's query and intent, Google will penalise you with a lower Quality Score.

Some ways a poor landing page can hurt your Quality Score:

  • Irrelevant or thin content

  • Keywords on the landing page don't match the searcher's query

  • Low-quality user experience

  • High bounce rates

  • Slow page load times

When your landing page is properly optimised for the keyword, it signals to Google that your ad is relevant for that search term. This improves the landing page experience, raising your Quality Score.

Tips for Optimising Landing Pages

Here are some tips to optimise your landing pages to boost Quality Score:

  • Include Your Keyword in the Title & Headings

The keywords you're targeting should appear naturally in your headline title tag and H1/H2 headings. This signals relevance to Google. But don't over-optimise! Keyword stuffing will get you penalised.

  • Make Sure Your Content Matches the User's Intent

Analyse the searcher's intent for your keyword and create useful, relevant content around it. Answer their questions and provide value. Don't deviate too far from their intent or you'll increase bounce rates.

  • Pay Attention to On-Page SEO

Follow on-page SEO best practices like meta descriptions, image alt text, structured data markup, etc. Proper SEO indicates a high-quality page.

  • Improve Page Speed and Mobile Experience

Slow load times lead to higher abandonment. Use caching, compression, efficient code, etc. to optimise page speed. Also ensure your LP is mobile-friendly and loads fast on all devices.

  • Include Related Keywords Naturally

Sprinkle in secondary keywords and LSI keywords relevant to the main keyword organically throughout your content. Don't overdo it. This shows Google relevancy for other terms.

  • Drive Leads or Sales When Possible

If your landing page's goal is conversions, make sure your CTA stands out and your form is easy-to-use. Reduction in bounce rates can improve Quality Score.

  • Track Analytics and Optimise

Use Google Analytics to identify problem areas like high bounce rates. Try A/B testing different landing page versions to improve conversions.

Best Practices for Quality Score Optimisation

Here are some final best practices to follow:

  • Research your keyword's user intent and cater your ads and landing pages for relevancy.

  • Ensure your ad copy and landing page content align closely. Don't overpromise something your LP doesn't deliver.

  • Measure landing page experience metrics like bounce rate, time on site, etc. and optimise accordingly.

  • Leverage tools like Google Search Console, Google Analytics, and third-party tools to identify optimisation opportunities.

  • Continuously refine your landing pages over time as you learn more about your visitors. Small tweaks can make a difference.

  • Take a mobile-first approach. Optimise your LPs for mobile before desktop.

The Bottom Line

Optimising your landing pages with relevant keywords is a powerful but often overlooked tactic to directly improve the landing page experience component of Quality Score. This results in lower ad costs and better ad placement for your important keywords.

Pay close attention to how well your landing pages align with searcher intent and consistently refine them over time. With the right landing page optimisation, you can elevate your Google Ads performance.

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