Landing page

The ad wins the click; the page wins the customer. A page that is slow, off topic or missing the form loses people the account has already paid for.

Google also grades landing page experience as part of Quality Score, so a poor page raises what every click costs.

1. Open Insights and reports, then Landing pages, for every page your ads use with its clicks and conversions.
2. Check the Mobile-friendly click rate column where available.
3. Open each top page on a phone and try to convert.
4. Compare conversion rate between pages that receive similar traffic.

An accountant sends ads about tax returns to the home page, which talks about all services. A page about tax returns with the price and a short form doubles the conversion rate of the same clicks.

• Sending every ad to the home page.
• Leaving pages that load slowly on a phone.
• Hiding the form or phone number below long blocks of text.

The audit checks Oppy runs on this, each with its own page.

• Ads pointing at pages that do not load
• Landing pages that are slow on a phone
• The page cannot produce the conversion being optimised for

• Final URL: The page an ad sends people to.
• Landing page experience: One of the three parts of Quality Score: how useful and relevant the landing page is to the people who click the ad.
• Conversion rate: Conversions divided by clicks.