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What causes Poor Landing Pages ?
There are numerous causes, and finding the root cause of the problem can be difficult to discover. Google never informs its advertisers of pending score changes that would result in ads not generating impressions, and they will almost never notify you of why the score has changed.
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We specialize in analyzing poor landing pages and domains, helping you understand why your campaigns are suffering from a poor quality score.
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Most people who use Adwords do not understand the close relationship with your ads, keywords, destination URL, website, website content, and your web hosting provider. mfwebservices will help you understand those relationships better so you can create much more effective ad campaigns.
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“ What you should know before you use Google Adwords...”
Google Adwords has evolved over time, and has changed considerably over the last several years.
What was once a relatively painless experience has now become an exercise in futility, for those who dare attempt to manage a campaign without the full understanding and knowledge of what lies ahead....
Adwords Quality Score
Running a campaign, creating ads, managing keywords, and especially creating landing pages, has become complex in nature due to Adwords’ use of the quality score.
Quality scores range from 1, being the worst, to a maximum of 10. Your score is based on data compiled from three catagories. They are in order of importance:
Landing Page Quality
This is a make or break type of category, in that, if your landing page merits a score of poor, your ads will not display anywhere on the Google network.
Landing page quality scores of poor can take weeks, if not months, to overcome, and are a symptom of your top-level domain. Any page accessed through your top-level domain, no matter what the page or pages contain will have a landing page quality score of poor, until your website has been re-crawled, re-indexed, and the content updated.
There are only two ways of removing the poor landing page score:
- Contact Google Adwords and have a representative manually review the page or pages to render a decision, that hopefully will result in the removal of the poor score. However, don’t assume quick results here, because Google has its hands full of problems and complaints with this system.
- Wait. Patiently. Perhaps as long as 3 months.
Learn why landing pages can become poor.
Keyword Relevance
Each keyword used in your ad groups carries a rating of relevancy tied to the landing page, and domain, associated with it. If Google cannot attach a minimum level of relevancy to a given keyword string, you will receive a rating of poor, which will not allow your quality score to rise above 4 ( four ).
Generally, a rating of poor for keyword relevance, will drag your quality score down to as low as 2, which will almost certainly preclude Google from displaying your ads for a given keyword string.
Keyword relevance has a wide range, and can impact scores, resulting in quality score drops to as low as 2 ( two ), or increases to as high as 10 ( ten ).
Learn how to improve your keyword relevance.
Landing Page Load Time
This is a far less important category, but doesn’t mean it’s a push-over either. If your website, or certain pages, can’t be accessed in a required amount of time, you’ll be penalized. How much ? It’s unclear, except that if your website was ever unreachable, under construction, or the victim of a server crash, you might find yourself with an accompanying poor landing page as well.
So, this category is not to be taken lightly, and could cause complications if your pages are loading too slowly because of large images, large numbers of images, or extensive video animation. You can monitor your website’s page load times through your webmaster tools account - another Google product - that will show each time your website was accessed and if there are any problems accessing your website and its pages.
Summary
As you have no doubt discovered, Adwords is not as simple to operate as Google would have you believe. Whether you are an experienced webmaster, web designer, an individual or entrepeneur, looking to advertise your product or service with Adwords, it is strongly advised you, at least, consult with an experienced Adwords Consultant, Specialist or Professional, to discuss your interest in Adwords.
Whether you decide to pay someone to help you, or gain the knowledge on your own, it is very important you understand how to navigate Adwords before you attempt to run a campaign. It’s certainly not rocket science, but it’s not just about writing a creative and insipring advertisement either...
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