If you’re looking to improve an ad’s position, looking at your website’s user experience (UX) is a sensible place to start. As something that’s known to affect Ad Rank, Quality Score, and even the amount you’re spending on ads, it’s an important factor in AdWords success.
How high your ad is positioned in search engine results often depends on how much you’re prepared to spend, so if you want to boost search engine results but keep your AdWords budget as it is – looking at your Quality Score is the way forward!
There are a number of things that increase Quality Score, but for this post we’re going to concentrate on just UX.
Why User Experience Matters
UX matters for a number of reasons relating to growing your business and building a loyal customer base. In terms of AdWords, Google itself has cited user experience as one of the ways to improve Quality Score – even very kindly giving you advice on improving your landing page’s UX, so you don’t even have to guess!
So let’s have a look at what Google considers important:
Content that’s relevant, useful, and original
Everything on your ad’s landing page should be both relevant to your ad and engaging to visitors. Look at the keywords and text in your ad and make sure that when users click through, they’re taken to a page they actually find useful. If they’ve searched for a particular kitchen gadget, landed on your ad thanks to the keywords you’ve used, and are taken to a general homewares page – they’re going to be frustrated and click away.
A trustworthy and transparent website
Make information about your business and how to contact you easy for visitors to find, and be open about what your products and services are rather than expecting them to work for it. If you’re going to ask for personal info, make sure you explain exactly what you’ll do with it and how you’ll keep it private. Transparency and trustworthiness should be something every business strives for, and the fact it helps your conversion rate is a bonus!
Easy to navigate
Once your visitor has landed somewhere relevant and useful from your ad, how easy is it to navigate around? They shouldn’t have to search high and low for the information they’re looking for, and that applies to both computer and mobile users. If there’s anything relevant to their purchase (shipping or returns, for example), make sure it’s somewhere on the page. Another issue is annoying pop-ups or anything else that can interfere with visitors’ ability to navigate and therefore worsen their UX.
Fast loading times
Making sure your landing page, and your website in general, loads quickly can stop visitors getting bored of waiting and navigating away after they click on your ad. An easy to navigate site with fast page speeds makes both Google and potential customers happy, and gets you more conversions.
Making your website mobile responsive is imperative as more and more people are using mobile to access the internet. Adwords actually assign a different quality score for the same keyword on mobile devices which allows you the opportunity to re-write your ads and make the website mobile responsive for mobile.
Before you even think about paying for a Google AdWords campaign you should be making sure any visitors it attracts will have a great experience once they get to your website. Following these tips will help you do just that, and don’t forget that there are other aspects to getting the best Quality Score possible.