Landing Pages: The Overlooked Key to Boosting Quality Scores

If you want your cost-per-click to fall and your traffic to rise, you need to improve your quality score.  The quality score is a combination of:

•  Click-through-rates of each ad for each keyword, 
•  Past account history (if you've used the a keyword before, Google remembers).
•  How relevant your ads are to the keyword
•  And your landing page relevance to each keyword.    

Most savvy advertisers already actively try to get higher click-through-rates on their ads.  They do this through split testing multiple ads at a time. 

They also put their keywords in tightly organized ad groups where all of your top keywords get its own ad group (this can be done at lightning fast speed using AdText Generator).  When each keyword has its own ad group, then ads written just for it can be created. 

After all, it's often better to have fewer highly optimized keywords rather than thousands of junk keywords where you don't compete.

These steps alone are powerful and give you an edge over advertisers who don't do any of these steps. However, it's important to also address the third main ingredient to a high quality score, which is your landing page.

You can have great ads, but if Google does not think your landing page is on-target, your competition will beat you.

The easiest way to do this is to take your top keywords and if it has a poor or mid-range quality score, then create a custom landing page.  You also might create a custom landing page for all of your most competitive keywords.

On this landing page, you don't necessarily need to include the exact keyword in it.  You just need to make sure there is a keyword similar to the one you're optimizing for.

If you collect user information, then you may include a privacy page on your site.

Additional content, such as having a blog can also be helpful in beefing-up your site and keeping users remaining at it.

By taking these simple steps (especially including more targeted keywords), then you quality score skyrockets.  You're doing exactly what Google wants you to do and they reward you for it.