Making a 'Good' (Landing, Squeeze, What-have-you) Page for Google
Inspired by this thread:
http://www.warriorforum.com/main-int...eeze-page.html
Most of my traffic are PPCs and AdWords are a big part of it. I like to offer some tips regarding making a 'good' (landing, squeeze, what-have-you) page for Google.
In the very early days of Google, it and the other ad networks were concerned only with the ads themselves. Once the user clicked past the ad, their fee was collected and it was no longer their concern what happened to that traffic.
However, this was quickly regarded as short-term thinking and has changed drastically in recent years. Google wants to earn and keep its users' trust, but it also believes that ads should be information. This means that landing pages have become part of the evaluation process for the quality of the ads and that editorial guidelines extend to the landing pages as well.
Quality Score
Google calculates a Quality Score (QS) for both the ads and the landing pages. The higher your QS, the higher your ad rank, which can mean a higher position. In many cases for display, only the ad with the highest rank is shown at all. Because ad rank is a combination of QS and bid, a low QS requires a higher bid. If you have too few impressions on the GDN, it may indicate that your QS isn't high enough for your current Max CPM or CPC bid price. In some cases, low QS means that the ad won't be shown at all regardless of bid price.
How Do You Check Your Landing Page QS
First view the keywords table and hover over the speech bubble in the Status column. This launches an information box that indicates the current state of your quality score, including that of your landing page
Landing page QS is divided into 3 main tiers:
Improving QS
Although raising bids can improve the rank of low QS ads, I recommend against it. Google weighs the algorithm to punish low quality advertisers, so your efforts are better spent improving QS.
QS in display is a little different from QS in search, in part because the ads run on other sites beyond just Google.com search results pages. Different sites mean your CTR can vary greatly, so it's calculated differently. For CPC bids, the QS is judged by the following factors:
Once you have corrected the problem, simply editing and saving the ad will be enough to have it submitted for reapproval. If the problem wasn't with the ad content but rather because your landing page violated one of the site guidelines, you can manually request a review after the problem has been corrected.
If the violation was covered by one of the Webmaster Guidelines (malware, keyword stuffing, etc.), you will also want to submit a request for reconsideration via this link: https://www.google.com/webmasters/tools/reconsideration?pli=1
Old hands, please chime in with your 2 cents!
Mike
http://www.warriorforum.com/main-int...eeze-page.html
Most of my traffic are PPCs and AdWords are a big part of it. I like to offer some tips regarding making a 'good' (landing, squeeze, what-have-you) page for Google.
In the very early days of Google, it and the other ad networks were concerned only with the ads themselves. Once the user clicked past the ad, their fee was collected and it was no longer their concern what happened to that traffic.
However, this was quickly regarded as short-term thinking and has changed drastically in recent years. Google wants to earn and keep its users' trust, but it also believes that ads should be information. This means that landing pages have become part of the evaluation process for the quality of the ads and that editorial guidelines extend to the landing pages as well.
Quality Score
Google calculates a Quality Score (QS) for both the ads and the landing pages. The higher your QS, the higher your ad rank, which can mean a higher position. In many cases for display, only the ad with the highest rank is shown at all. Because ad rank is a combination of QS and bid, a low QS requires a higher bid. If you have too few impressions on the GDN, it may indicate that your QS isn't high enough for your current Max CPM or CPC bid price. In some cases, low QS means that the ad won't be shown at all regardless of bid price.
How Do You Check Your Landing Page QS
First view the keywords table and hover over the speech bubble in the Status column. This launches an information box that indicates the current state of your quality score, including that of your landing page
Landing page QS is divided into 3 main tiers:
- No Problems This is what you want to see! Your landing page is not reducing the effectiveness of your ads.
- Poor In Google's opinion, the landing page does not provide a good experience to users, so your ad is likely to perform poorly.
- Not Applicable Your landing page violates Google's editorial policies. Your keywords pointing to this site show a site suspended status. You should address this immediately.
Improving QS
Although raising bids can improve the rank of low QS ads, I recommend against it. Google weighs the algorithm to punish low quality advertisers, so your efforts are better spent improving QS.
QS in display is a little different from QS in search, in part because the ads run on other sites beyond just Google.com search results pages. Different sites mean your CTR can vary greatly, so it's calculated differently. For CPC bids, the QS is judged by the following factors:
- Relevance How well do your ad and keywords align to the target placement?
- Historical performance On this and similar placements, what is your historical CTR? Relative CTR is a great indicator of how Google thinks your ad stacks up to the competition.
- Landing page quality This is evaluated against the editorial policies and suggestions which I see is basically these 4 things:
If your ad has been disapproved, the first thing to do is check the stated reason by hovering over the dialog bubble icon. The reason will be a hyperlink that you can click to learn more about that particular policy.
- Relevant and original content
- Transparent and open business practices
- Ease of navigation
- Absence of prohibited items and activities
Once you have corrected the problem, simply editing and saving the ad will be enough to have it submitted for reapproval. If the problem wasn't with the ad content but rather because your landing page violated one of the site guidelines, you can manually request a review after the problem has been corrected.
If the violation was covered by one of the Webmaster Guidelines (malware, keyword stuffing, etc.), you will also want to submit a request for reconsideration via this link: https://www.google.com/webmasters/tools/reconsideration?pli=1
Old hands, please chime in with your 2 cents!
Mike
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RobertoM -
Thanks
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