Increase landing page quality and lower CPC

SEO and PPC experts alike know that keyword relevancy is a factor when it comes to obtaining results. Google likes to direct visitors to pages that are directly relevant to what the user is searching for. Increasing landing page quality, therefore, has a direct impact on creating a lower CPC for PPC campaigns.

 

Why Google quality scores matter?

A quality score will be determined using a range of factors. How the ad relates to the landing page, will be one of these factors. If a keyword features in an ad, the URL and the lander, then the quality will increase, helping to create a lower CPC.

Setting up new Ad Groups

It’s a time consuming task, but each campaign should be segmented. If increase landing page quality has a direct on creating a lower CPC, it makes sense to create a range of landing pages. Assuming the web designer operates in the fields of web design, PPC management and SEO, the focus keyword groups might be segmented into 3 groups:

• Web design
• PPC
• SEO

This will help to create a lower CPC for a campaign, but segmenting Ad Groups even further will help to lower them once again. For example, for the web design segment, Ad Groups (with relevant keywords), could include:

• Cheap web design
• Ecommerce web design
• Blog web design
• UKweb design
• Midlandsweb design
• DesignerLondon
• And so on…

Each of the Ad Groups will have a separate set of keywords Each Ad group will also have a landing page that has been orientated around these keywords, with a relevant URL where possible. The more detailed a campaign becomes, the cheaper it will get.

Top Tip: A campaign could consist of 1 or 1,000s of Ad Groups. It is an idea to start small and increase sustainably. Some Ad Groups will get less interest than others. As a campaign is developed, focus on the groups that are getting the most impressions and clicks and slowly expand those groups first.

Adapting each ad and landing page

It goes without saying that the CTR will increase with specific Ad Groups and landing pages that are high quality. Think about who will be landing on a page. Don’t just replace the “Ecommerce web design” keywords directly for “Blog web design”, they are two different services. Orientate both the adverts and change the landing page to suit their needs.