You may have noticed that Google has added in some new math to figure your ads Quality Score, which had a direct impact on how much you’ll be paying to display your ad.
The time it takes the landing page of your ad to load can aversely effect the QS now, so it’s time to take inventory and improve where needed.
Those ads that point to bloated, non-specific home pages will be hit the worse. The page has a lot of fluff content that is not related to the ads message, so we’re already hurting on Quality Score, but worse of all, that mega home page takes more than a few seconds to download, so now we’re really feeling the pain.
This is a great opportunity to finally do what you should have done already: create keyword specific landing pages that ONLY talk about what your ad is targeting.
Make these pages mean and lean- Directly to the point, strong, poignant copy, and clear instructions for next steps. Unneeded graphic wizardry needs to be cut, and the code needs to be clean, to the point, and marked up appropriately. This will ensure that your page loads very quickly, captures the visitors attention, assures them they’re in the right place, and quickly tells them what to do next to get what they want.
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