Landing page experience

A below average grade raises cost per click through Quality Score and Ad Rank. It also usually means visitors struggle on the page, so fixing it helps conversion rate too.

It is the one part of Quality Score that is fixed on the website rather than in Google Ads.

1. Open Keywords and add the Landing page exp. column.
2. Note keywords graded below average, especially those that spend most.
3. Open their landing pages on a phone and check speed, relevance and ease of use.
4. Run the pages through PageSpeed Insights.

Keywords about emergency plumbing show a below average landing page experience. The page is slow and starts with a long company history. A fast page that opens with the phone number and a 1-hour promise lifts the grade to average.

• Trying to fix it with ad changes.
• Ignoring mobile, where most clicks land.
• Sending many unrelated keywords to one generic page.

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

• Quality Score parts below average on the keywords that spend
• Landing pages that are slow on a phone
• An ad and its page with no word in common

• Quality Score: Google's 1 to 10 rating of a keyword, built from expected click-through rate, ad relevance and landing page experience.
• Landing page: The page people reach after clicking an ad.
• Expected click-through rate: One of the three parts of Quality Score: how likely the ad is to be clicked when shown for the keyword, compared with other advertisers.