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Quality Score with Split Landing Pages

by TheCardMaker
4 replies
  • PPC/SEM
    • |
Hi all
I'm about to start setting up PPC campaigns to sell my software and services I've been working on for a while. I run my own web server for my websites. I've set it up so that anyone who arrives at my site will be served up one of two pages, this is so I can split test

My question is, if when I create a PPC campaign (gonna start with AdWords first), from what I've read so far, isn't the quality score calculated in part on the content of the landing page? In the case of split testing, then wouldn't that mean that there are two mutually exclusive landing pages, if you know what I mean? I expect that when you set up your campaign, Google go and check out the landing page to work out your QS.

If so, does this mean then that the two pages served up shouldn't be too different, are there any things to avoid in terms of differences between them (or am I barking up a whole other tree?)
#landing #pages #quality #score #split
  • Profile picture of the author dburk
    Hi TheCardMaker,

    As long as both variants of your landing pages are relevant, useful, transparent, trustworthy, easy to navigate using any web enabled device (desktop, tablet, and smartphones), and loads quickly in the browser, you should be just fine.

    If for some reason one of your landing pages doesn't meet the above requirements, then you will likely see a below average landing page experience when your view the keyword status tooltip.
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    • Profile picture of the author TheCardMaker
      Thanks that all makes sense, can't wait to get stuck into some campaigns, just taken delivery of a book by Brad Geddes and am loving it

      I guess that Google will evalute QS according to whichever landing page they arrive at but I'll start out with them only being slightly different
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  • Profile picture of the author Marty Foley
    To worry too much about QS without giving attention to landing page conversion rates is like putting the cart before the horse.

    You can always focus on your Adwords QS later (or better yet, at the same time you test landing page variations)
    which tends to improve over time as you test various ads, with a focus on PPI (profit per impression).

    The PPI metric also takes ad impressions into consideration, not simply conversion rate or cost per conversion.

    Besides, Google gives more weight to QS based on ad CTR (ad & keyword relevance) than to landing page relevance.

    ~ Marty Foley
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  • Profile picture of the author abe1331
    Quality score does depend on landing page. Not as much as you might think. But make sure that your landing page is fast, has keywords, is relevant to the keyword you put in the ad group.
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