09 Mar, 2009
Lowering CPC Cost With A Great Landing Page Quality Score
Posted by: Jeff In: Internet marketing|SEO|adwords|free internet business software
The point of the landing page quality score is to penalize advertisers who don’t provide useful landing pages, and give them a lower rank within Google’s quality ranking, which raises the cost of their minimum CPC.
More importantly for those of us who are already striving to produce quality sites and landing pages, a better quality score will lead to better rankings for our ads and a lower CPC.
So, how do you get a better landing page quality score?
According to Google, there are 3 things they look at when calculating a landing page’s quality score: relevant and original content, transparency, and navigability. Here’s how to get a good quality score from Google and accomplish and get your conversions at the same time:
Relevant and Original Content
To start, make sure your domain name is relevant to your market. For your landing pages, make sure that each keyword you have, you have a separate landing page. Make sure they the keyword is in the URL, such as “springgardens.php” if your keyword is “spring gardens”. Also make sure to include your keyword in all of the title tags, meta tags, and description meta tags.
Also make sure that you’ve got original content on each of your landing pages. This is especially important for affiliate marketers, as there could be hundreds of landing pages promoting the same product. By differentiating your content from that of the vendor of the product, you’ll increase your quality score over that of your competitors who just recycle the vendor information.
Transparency
For transparency, make sure to link to a valid sitemap, contact us page, and privacy policy page. What Google wants to see is that you openly share information about your business, and how your business operates.
When requesting information from your site’s visitors, make sure to provide them with the privacy policy so that they understand how they’re information is going to be used. Another good idea is to limit how much information they receive from you; give them an option to opt-out of some correspondence. Google likes to see users given the choice of how their information is used.
An obvious aspect of transparency is by delivering on the products and services that you offer in your ad, and to only charge customers for the products and services that they actually order and successfully receive. While this may seem implicit in your site, it doesn’t hurt to find a way to say it somewhere on the landing page. It will both raise your quality score with Google as well as put your users at ease.
Navigability
Google wants to see a clear path to follow on your landing pages, making it easy for users to purchase or receive the product or service you’ve advertised – which is exactly what you want too. Avoid using pop-ups, pop-unders or other obtrusive elements in your landing pages.
Now that you’ve got great landing pages with great quality scores, you can then turn your attention to your Adwords campaign. By matching the best keywords with your customized landing pages, you can maximize conversions and minimize your CPCs, resulting in a bigger profit margin for you.
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