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October 11, 2017

Adwords Quality Score: A Foolproof Way To Improve Landing Page Experience

Reputation management is complicated. The name brings to mind the term “damage control” but that’s very rarely the case. There are many factors, online and off, that affect how viewers perceive you or your brand. Read on to discover when and why you might need to address your online reputation.

You Might Need Reputation Management If…

You want to develop a more professional internet presence.

When just starting out, the problem may not be that there are negative articles in the search results. There might not be any. Or maybe just a social media profile, or two. HR directors and investors love to Google candidates. Reputation management helps you cultivate and curate the results you want to come up.

You want to promote your expertise.

If searching yourself leads to your impressive race times and charitable donations that’s great. But if you’re trying to gain traction in a new field or connect your name to your brand, it’s important to show up in your area of expertise.

You change jobs or industries.

When you make a move in your career you may want to see a pivot in the type of results searching your name returns. Take our friend, Gavin, who went from being a rock star to an attorney. While your case might not be as extreme, switching industries often requires reputation management. If you’ve spent 15 years in the classroom, teaching math and maintaining a classroom website but then develop your tomato sauce recipe and start a line of boutique pasta sauces, all those math-related results won’t help. You’ve gotta get the sauce front and center!

It’s time to rebrand your business.

If your business has changed directions, its lexicon, philosophy or focus reputation management can help focus results toward your new look and feel.

You want to take the spotlight off legal issues.

If you’ve been sued, even as one of many defendants in a case that you’re only part of because you purchased a product or live in a particular community, the natural reaction of most people is to immediately feel distrust. Managing your reputation regularly with optimized content and good social helps keep your positive results in the spotlight, not a lawsuit that is out of your control.

Your content has been defaced.

Although not common, if you have been the victim of website defacement reputation management can help. An attack that changes the appearance or content of your website through a hack can lead to content you don’t want linked to your name.

You need to restore brand trust after negative reviews.

Every brand has its challenges. When you hit a low it’s important to make improvements. Part of this strategy should include reputation management to keep the focus on the good you’re doing instead of dwelling on past mistakes.

There’s false or misleading content about you online.

Unfortunately, a popular form of revenge is to take to the internet to bash someone. If you have a brand, this can be destructive to far more than your ego. Reputation management helps curtail the effects of someone taking to the internet to go after you without merit.

You want to reduce the visibility of controversial content you posted in the past.

Many of us post comments on the internet or social media. We forget, though, that those comments are linked to our names. And while telling a friend her wedding picture is adorable or swooning over a puppy isn’t bad, there may be hot button issues that brought out another side of you that you don’t want showing up.

Online reputation management is probably the least understood parts of digital strategy. Did you know…

Click here for 49 more reputation management stats you need to know.

Applying Elbow Grea

This week we’re continuing our look at Adwords quality score. You can review what it is and familiarize yourself with ad relevance if you’re new to this topic. Last week we looked at eCTR (expected click through rate). The final part of quality score is landing page experience.

What Is Landing Page Experience?

Google considers the landing page the place people arrive when clicking on one of your ads. The landing page experience (LPE) is their reaction to that page. It’s essentially all about whether or not the landing page fulfils the intent of the user.

Google is successful because people are satisfied with the results it provides. It does this by always considering intent in its algorithm. Google applies this principle to Adwords, too. When you create an ad and attach a landing page Google scans that page to determine whether or not the ad and the landing page match. When using Adwords, always make the landing page relate closely to the content you discuss in your ad.

What Does Google Consider When Rating LPE?

There are many factors that affect LPE. This post looks at three that are vital to your score: landing page relevance, ease of navigation and page load time. There’s a lot more to this, so be sure to sign up for our emails to get weekly updates to deepen your knowledge.

Landing Page Relevance

Remember “load to goal”? That principle is important when crafting ads, too. You want to help users get to exactly what they’re looking for every time they click on an ad.

Let’s pretend you own a bakery and have decided to start an ad campaign. The first thing to remember is that people are likely searching for two different things. First, there are specific searches. People, for example, want macarons — the delightful, complex French confection. Then there are general searches, people aren’t sure what type of desserts to offer at events. Who wouldn't want a macaron?

In the case of people looking for macarons, get as specific as possible. One of your ads might be for a BOGO deal on macarons. After crafting your ad text you will add a landing page. Your instinct might be to simply link to www.mybakery.com, your homepage. This makes sense, you want to get people to your site. But is this the best experience you can give your user? What do they have to do once they get there?

One option is to have a banner on your homepage that matches your ad boasting your BOGO macaron deal. But that requires a second click.A banner reminding people why they clicked enhances landing page experience.

You want to get them from load to goal, so the best option is to build a landing page specific to your deal. From the ad take users directly to your current selection of macarons. Include the ability to add these delectably addictive cookies to their cart and bam! You’ve created a relevant landing page specific to their search. People search for macarons, your ad shows up, they click and can immediately shop.

But what about people who are looking for desserts but don’t necessarily want macarons? Creating a more general ad for your bakery and how you provide the perfect dessert spreads for parties and events hooks people planning events. A landing page that includes a gallery of your items and spreads you’ve set up (or that your loyal customers have made and put on Instagram) is the perfect landing page.

In both cases, Google scans the ad and follows the link. When you talk about BOGO macarons and they go to a landing page optimized for the same, Google rates your landing page experience higher. When you’re using more general terms like “event dessert bar” and have a landing page that matches this, you’ve done it again.

You should always create ads that are specific and ads that are general to leverage your exposure.

Ease of Navigation

In addition to making the landing page for each ad exactly what your users want, be sure that once they get there it’s easy to get from load to goal. Make forms simple to complete, use buttons that make sense and always put the most important information above the fold.

Page Load Time

Believe it or not, one of the things that can completely turn people off to your site is load time. Your page must be optimized to load quickly across all platforms, including images and videos. A fast site is good for UX and a good user experience leads to higher conversions (Hobo).

(Forbes)

The Telegraph, a UK newspaper, saw pageviews drop 11% for a 4 second delay. When the delay was 20 seconds page views dropped an additional 44% (Optimizely). Conversely The Trainline, a UK-based train travel site reduced latency by .3 seconds and their revenue increased by 10.6 million USD (New Relic).

Does speed really matter? Google tested on themselves to answer this question and the answer is a resounding yes (Kissmetrics). Google A/B tested changing their search results page from 10 results to 30. The addition of 20 results increased load time by half a second. Traffic dropped by 20% as a result. That means people stopped searching with Google, king of the internet, for half of a mississippi. Chances are your site is not quite as popular as Google. The search engine has loyal backers. If a half a second influences Google’s traffic, what’s it doing to yours?

Next week we’ll tie quality score to SEO complete with tips to make sure you’re paying attention to both when building ad campaigns.

e To Your Online Presence

The list above proves it: reputation management is a useful marketing tool no matter what your situation. Not sure whether or not your reputation needs a little sparkle? Google your name or your business’ name and see what comes up on the front page. If you’re not sure it reflects who you want to be contact us for a free reputation audit.

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