Google has what’s called a quality score and it matches an advertisement’s destination to the ad and the search query entered. Here are some tips to improve your quality score for every landing page or web destination:

  1. Follow this simple formula. Take for example a group of people you pass on the street. One guy is looking for the nearest place to play ping pong, the next is looking for a spot to grab some tacos, and his girlfriend is searching for their next vacation spot… you get the point. So the guy types in “Ping Pong near me”. He sees an ad to “Come play ping pong now!” which is linked to a mobile responsive page. This advertiser has done their homework! Quality score stems from how relative the content is to the search experience, if the page is mobile responsive, how connected the thread is to the ad shown, and how relative the content of the landing page is. It’s a simple formula: Query -> Ad -> Landing page. If all three of these items are in alignment – fantastic. The Google gods will shine down on you.
  2. Utilize Keyword Dynamic Text Replacement. You can boost conversion rates by dynamically updating the copy on your paid search landing page.  This is also a time saver because one landing page can serve the needs of an entire ad group, and in some cases, lower the cost of development.  One page can handle people searching for: Instant Loans, No Credit Loans, or Bad Credit Loans.Note that every search has a prefix to the word “Loans,” but a dynamically populated prefix to serve different queries. You can dynamically grab that prefix and dynamically pass it to your landing page. Google loves that you are specifically addressing a search query and will reward your page with a high quality score saving you money! Think about when you’ve searched for “Red Sneakers” and then you see an ad for red sneakers and a landing page for red sneakers, that’s an example of dynamic replacement. The company selling your coveted sneakers didn’t create a different ad and landing page for every color sneakers, but just utilized dynamic replacement.
  3. Context is King. We used to say Content is King. Content is still important but we’re realizing it’s more about Context. What is the state of mind people are in when we get a chance to capture their attention? The context of a display campaign is interruption. In most cases, it’s a simple thing that we see being ignored. Someone just stopped what they were doing to click on your ad.  You need to provide answers to whatever you enticed them with.For example, if you’re advertising speedy loan closings, make that your primary messaging.  Keep your theme about “speed to cash.” You have a unique opportunity to create a sense of purpose behind the click. Don’t waste it. Instead of asking your audience to “Learn more,” set some expectations. Explain exactly what’s on the other side of the click.

If you follow these three steps, you are sure to have your ad served higher, have it cost less, and impact your user experience for the better, resulting in more conversions.