How Landing Pages Impact Quality Score on Every Ad Platform


In the world of pay-per-click (PPC) advertising, there are few misperceptions as rampant as the ones about the effects that landing pages have on Quality Score. That’s not surprising, given that Quality Score algorithms are “black boxes” that play a crucial role in the success of any PPC campaign. We still have very little insight into how Google Ads, Microsoft Advertising (formerly Bing Ads), and the social media advertising platforms calculate and use Quality Score.

Landing pages are often a customer’s first interaction with a brand and set the stage for the relationship going forward. Distilling Quality Score into a number is misleading for PPC advertisers because it undervalues the importance of landing pages on several other crucial components of a campaign, such as brand perception and positioning. 

As a side note, most ad platforms use the term “Quality Score,” while others use “Ad Relevance” or something similar. For the sake of simplicity, I use Quality Score interchangeably with Ad Relevance and Relevance Score metrics unless otherwise noted. Let’s get into it!

What Is Quality Score & Why Does It Matter to PPC Advertisers?

Quality Score is an approximation of your keywords’ and ads’ relevance to your target audience. It’s usually represented in the ad platforms as a number from 1-10. This dramatically oversimplifies the complex and user-specific Quality Score inputs factored into each ad auction, but it’s the best we have. Search engines and social media platforms use this metric to decide which ads to show and how much to charge an advertiser for each click or impression.

Google Ads pioneered Quality Score in their Ad Rank algorithm to reward advertisers that created relevant ads with a lower cost per click. Advertisers that try to show irrelevant ads to uninterested users may receive a lower Quality Score and have to pay a higher cost per click to remain visible.

As you can see in the equation below, providing a great user experience to boost your Quality Score can improve your Ad Rank and lower your cost per click. From what we can tell, most PPC platforms use an equation like the one below to determine where your ads appear.

Ad Rank Calculation

However, each ad platform treats landing pages differently in their Quality Score equations. Savvy PPC advertisers should understand the nuance of each platform to tailor their campaigns for the best results. As a shorthand, the table below shows the similarities and differences between each major ad platform’s version of Quality Score as well as the associated factors:

How Quality Score Is Calculated

In simple terms, here’s the question platforms are asking when they evaluate your ads against these different attributes:

  • Landing Page Experience: Is your ad’s landing page relevant to the visitor’s intent and does it help them accomplish their objectives quickly and transparently?
  • Ad Click Through Rate/Engagement: Are your ads clicked as often as competing ads?
  • Ad Relevance: Do your ads align with your audiences’ interests and intent?
  • Post-Click Conversion Rate: Are visitors likely to convert or take meaningful action after clicking your ad?
  • Recency: Are your ads recently published or updated regularly?

If the answer these questions is “no,” there’s a good chance your Quality Score is suffering as a result.

Landing pages with PPC

How Do Landing Pages Impact Quality Score on Different Platforms?

Landing pages are an important part of Quality Score algorithms and, fortunately, are one of the easiest elements of a PPC campaign to control. The most important part of the “Landing Page Experience” component of Quality Score is providing a positive visitor experience. Answer their search intent with relevant content, provide lightning-fast page speed, and make sure your site looks great on all screen sizes. 

When done correctly, landing pages can have a positive impact on Google Ads Quality Score. That means a lower cost per click and higher conversion rates when compared to sending traffic to a website. And even though some ad platforms do not explicitly factor landing pages into their Quality Scores, marketers shouldn’t ignore the improvement in visitor experience and their likelihood of developing a positive association with your brand.

1. Google Ads – Quality Score

Google Ads’ support content explicitly mentions the importance of landing pages for creating a positive user experience. I want to emphasize the experience portion because most people assume that Google Ads Quality Score only focuses on landing page relevance. Your landing pages must be relevant to keywords and ads that your visitors clicked on, yes, but it’s just as important to Google that your landing page loads quickly, is secure, and looks great on all screens. 

Quality Score Attributes - Google Ads

Here’s Google Ads explaining how Quality Score is calculated.

Landing pages won’t have any direct impact on the Expected CTR or Ad Relevance components of your Google Ads Quality Score, but the domain and URL you show in your ads may indirectly help or hurt your click-through rates. 

2. Microsoft Advertising – Quality Score

Microsoft Advertising Quality Score is nearly identical to Google Ads Quality Score, although they provide significantly less documentation for each of the three components. Unlike Google, Microsoft explicitly mentions that the landing page experience factor is “based on how many times customers leave your ad’s landing page shortly after arriving.” This implies that lowering your landing page’s bounce rate (among other things) will improve your Quality Score.

Quality Score Attributes - Microsoft Advertising

Microsoft Advertising’s writeup on the factors that impact Quality Score.

It is a good idea to monitor your Microsoft Advertising Quality Score, but don’t expect to get much helpful information about individual keywords. In this case, I suggest following the best practices for Google’s Quality Score improvements in the hopes that Microsoft will reward the same efforts.

3. Facebook Advertising – Ad Relevance

Facebook’s Ad Relevance is a completely different type of metric than Google’s Quality Score. The three components of Facebook’s Ad Relevance ratings are:

  • Quality Ranking: A ranking of your ad’s perceived quality. Quality is measured using feedback on your ads and the post-click experience. Your ad is ranked against ads that competed for the same audience.
  • Engagement Rate Ranking: A ranking of your ad’s expected engagement rate. Engagement includes all clicks, likes, comments, and shares. Your ad is ranked against ads that competed for the same audience.
  • Conversion Rate Ranking: A ranking of your ad’s expected conversion rate. Your ad is ranked against ads with your optimization goal that competed for the same audience

Notably, Facebook’s audience targeting does not rely on search keywords. So it’s much harder to determine a social user’s intent at any given moment. Many Facebook campaign types also allow users to convert, transact, or engage with content on the platform itself. (So they don’t require a landing page.) In these cases, Facebook relies heavily on the engagement and interactions that happen on its platform to determine if an ad is relevant or not. 

While Facebook Ads’ documentation doesn’t mention external landing pages, they do reference “post-click experience” and “conversion rate” in two of the three Ad Relevance factors. Advertisers using Facebook’s audience and conversion pixels should assume that Facebook Ads can measure engagement and conversion rates on your websites. Adjust your landing pages accordingly.

4. Twitter Ads – Ad Score

Twitter Ads has the least amount of support content related to their Ad Score and no mention of landing pages. 

Quality Score Attributes - Twitter Ads

The factors that affect your Ad Score on Twitter.

Similar to Facebook Ads, most of Twitter Ads’ conversions happen within their platform in the form of likes, retweets, content engagement, and follows. If Twitter does consider landing page engagement, conversions, or experience as a factor, it doesn’t seem to influence your campaign performance heavily.

That said, pairing your Twitter Ads with dedicated landing pages is still a good idea if you expect to re-engage and convert visitors on your site. The best Twitter Ads campaigns aren’t going to reach their full potential if your landing pages don’t reinforce the positioning (and offers) that you tweet.

5. LinkedIn Ads – Campaign Quality Score

Oh, LinkedIn. Nothing is easy in LinkedIn Ads, including finding your Campaign Quality Score. Like the other platforms, LinkedIn rates each sponsored content campaign on a 1-10 scale. Unlike the other platforms, they don’t allow you to see your Campaign Quality Score unless you manually export a .csv file of your historical performance. 

Once you follow the tedious, eight-step process to export your scores, you’ll find a number in the “Campaign Quality Score” column—but no insights or further detail on how to improve it. 

Without this information, the best advice I can give you is to focus on improving your ads’ click-through rates and engagement (likes, shares, etc.). There’s no mention of landing pages. If you send traffic from your ads to an external site, follow the best practices shared by the other platforms and put your users’ experience first. At worst, this will improve your conversion rates. At best, it could boost your Campaign Quality Scores and lower the notoriously high CPCs on LinkedIn Ads.

Pay Attention to Quality Score—But Don’t Obsess Over It

There are several tried and true methods that will improve your Quality Score with landing pages. Most are focused on enhancing the visitor’s experience and don’t require substantial dev support. Unbounce users can take advantage of Dynamic Text Replacement to improve relevance and page speed improvements to create lightning-fast experiences. 

Your landing pages will (directly and indirectly) influence Quality Score. But the algorithms are opaque, so it’s impossible to know exactly what’s working and what isn’t. We’ve seen results vary dramatically by industry and campaign type. I recommend thinking about it as a lagging indicator (not a leading metric) of your efforts. Schedule reminders to review your landing page experience scores once per month or once per quarter. Look for progress.

With a little attention, your landing pages will help take your campaigns to the next level. 

Landing pages for social media campaigns





Source link

162 Replies to “How Landing Pages Impact Quality Score on Every Ad Platform”

  1. Pingback: https://mymvrc.org
  2. Give canada online apothecary into a record where she be compelled shoot up herself, up stretch circulation-to-face with the connected and renal replacement remedial programme himselfРІ GOP Sensitivity Dan Crenshaw Crystalloids Cradle РІSNLРІ Modifiers Him In favour of Individual Eye In Midwest. http://slotsgmst.com/ Mnhfpi jiyhxg

  3. If Japan is neck of the woods of excellent site to buy cialis online forum regional anesthesia’s can provides, in primary, you are used to be a Diagnosis: you are distinguished to other treatment the discontinuation to make off particular as it most. http://viasliv.com Blgpda rfzbhe

  4. Great items from you, man. I have remember your stuff previous to and
    you’re simply extremely excellent. I actually like what you’ve received here,
    really like what you are saying and the way in which during which you are saying
    it. You are making it entertaining and you continue to care for to stay
    it wise. I can’t wait to read much more from you. This
    is actually a wonderful website. https://www.azhydroxychloroquine.com/

  5. Historically, a modified reason of the biology chemical mechanism of erections restricted
    the discourse of ED to vacuum-chokepoint devices, medicine implants,
    intracavernosal injections, and intraurethral suppositories.4 Since its advent,
    the course of agents known as type-5 phosphodiesterase (PDE5) inhibitors has revolutionized the direction of ED.
    PDE5 inhibitors cause become the first-job therapy for ED, as suggested by the American Urological
    Association (AUA) and the European Tie of Urogenital medicine http://lm360.us/

  6. Thanks a lot for providing individuals with remarkably marvellous opportunity to check tips from here. It’s always so beneficial and also full of a great time for me and my office fellow workers to search the blog at least 3 times every week to read through the latest issues you have. And of course, I’m so usually satisfied for the fabulous inspiring ideas served by you. Selected two tips in this article are undoubtedly the finest I’ve ever had.

  7. I have to show some thanks to this writer just for rescuing me from this type of predicament. After scouting through the world wide web and getting concepts which were not helpful, I figured my entire life was over. Existing minus the strategies to the problems you’ve resolved through the article is a crucial case, as well as the kind that could have negatively damaged my entire career if I hadn’t discovered your blog. The know-how and kindness in dealing with the whole lot was valuable. I don’t know what I would’ve done if I hadn’t discovered such a point like this. I am able to at this point relish my future. Thanks very much for the specialized and result oriented guide. I will not think twice to endorse your blog post to anyone who wants and needs recommendations on this area.

  8. Thank you a lot for providing individuals with remarkably memorable opportunity to read articles and blog posts from this blog. It can be very useful and as well , stuffed with a lot of fun for me and my office co-workers to visit your website nearly three times in one week to find out the newest secrets you have. Of course, I am certainly contented for the perfect tips served by you. Some 4 areas on this page are ultimately the very best we’ve had.

  9. I really wanted to develop a small note to be able to express gratitude to you for the nice tactics you are writing here. My particularly long internet investigation has at the end been honored with extremely good concept to write about with my friends. I would tell you that most of us readers are undoubtedly endowed to live in a decent community with very many brilliant professionals with interesting guidelines. I feel very lucky to have encountered your entire web page and look forward to tons of more excellent moments reading here. Thanks once again for a lot of things.

  10. I simply needed to say thanks again. I do not know the things I would have created without the actual opinions provided by you relating to that area. It absolutely was a very horrifying scenario in my opinion, nevertheless being able to view this specialised way you managed the issue forced me to leap over gladness. Now i’m happy for this work and as well , have high hopes you recognize what a great job that you are getting into instructing most people through a web site. I’m certain you haven’t met any of us.

  11. Thank you for each of your efforts on this site. My mom enjoys managing internet research and it is easy to understand why. Almost all know all regarding the lively tactic you render priceless techniques through this web blog and in addition encourage participation from some others on this point then my simple princess is in fact discovering a lot of things. Have fun with the remaining portion of the new year. You are performing a powerful job.

  12. I am only commenting to let you be aware of of the nice experience our princess experienced visiting your webblog. She learned a wide variety of details, including how it is like to have an incredible teaching character to let other individuals quite simply know just exactly specified grueling things. You undoubtedly did more than people’s expected results. I appreciate you for offering such warm and helpful, healthy, educational not to mention easy tips about that topic to Ethel.

  13. I want to express thanks to the writer just for bailing me out of this type of challenge. Because of scouting throughout the world wide web and getting basics which were not powerful, I was thinking my entire life was over. Being alive without the presence of answers to the issues you’ve solved all through your guideline is a crucial case, and the kind which could have negatively damaged my entire career if I had not come across your website. Your own capability and kindness in playing with all the stuff was important. I’m not sure what I would have done if I hadn’t discovered such a stuff like this. I am able to at this point relish my future. Thanks a lot so much for this skilled and amazing help. I will not be reluctant to propose your blog to any individual who would like counselling on this situation.

  14. I wanted to write you the little bit of observation so as to thank you so much again with your lovely advice you have shown here. It is certainly extremely open-handed with you to offer publicly exactly what a number of people could possibly have offered for an e book to get some dough on their own, certainly considering that you might have tried it in case you decided. Those advice also acted to provide a easy way to be sure that some people have the same fervor really like my very own to understand great deal more on the topic of this condition. I am certain there are many more enjoyable moments up front for folks who read your blog post.

  15. I actually wanted to make a quick remark to be able to thank you for these precious tactics you are placing here. My time intensive internet look up has at the end of the day been paid with awesome insight to exchange with my good friends. I would claim that many of us site visitors are undoubtedly blessed to dwell in a wonderful site with so many marvellous individuals with beneficial basics. I feel quite blessed to have come across your web site and look forward to tons of more pleasurable times reading here. Thanks a lot again for a lot of things.

  16. I am glad for commenting to make you be aware of what a outstanding discovery my friend’s child gained reading the blog. She came to understand so many things, with the inclusion of how it is like to possess an incredible helping mood to let the rest with ease understand certain advanced subject matter. You undoubtedly surpassed her desires. I appreciate you for offering the good, trusted, explanatory and even unique tips on your topic to Sandra.

  17. Hola! I’ve been reading your web site for a while now and finally got the bravery to go ahead and give you a shout out from Atascocita Texas! Just wanted to tell you keep up the fantastic job!

  18. I have to express my appreciation for your generosity for individuals that absolutely need guidance on this particular niche. Your personal dedication to getting the message around appears to be particularly important and have constantly helped professionals much like me to reach their endeavors. Your personal insightful publication means a great deal a person like me and a whole lot more to my mates. With thanks; from all of us.

  19. I actually wanted to write down a brief message to appreciate you for those fabulous ways you are giving out on this site. My particularly long internet look up has at the end of the day been honored with reliable ideas to talk about with my colleagues. I would mention that many of us visitors are undeniably endowed to exist in a wonderful website with so many outstanding professionals with insightful plans. I feel pretty fortunate to have encountered your website page and look forward to really more exciting minutes reading here. Thanks a lot again for everything.

  20. I want to voice my gratitude for your kind-heartedness supporting men and women that absolutely need assistance with this important field. Your real dedication to passing the message all through appeared to be definitely significant and have always empowered associates just like me to achieve their endeavors. Your amazing warm and friendly publication implies a great deal to me and a whole lot more to my office colleagues. Warm regards; from all of us.

  21. I am just commenting to make you be aware of what a really good discovery my cousin’s child developed reading the blog. She realized many things, not to mention what it is like to have a great coaching style to make most people without difficulty learn specific complex things. You undoubtedly exceeded her expected results. I appreciate you for imparting those essential, trusted, educational and in addition fun tips about this topic to Lizeth.

  22. I and also my buddies came looking at the great information located on your web page and then all of a sudden I got a terrible suspicion I had not expressed respect to the web blog owner for them. My men ended up for this reason excited to learn them and have in effect extremely been taking advantage of these things. I appreciate you for truly being indeed helpful and then for choosing some ideal things millions of individuals are really needing to learn about. Our honest regret for not expressing gratitude to you earlier.

  23. Needed to compose you a very little word to be able to say thanks a lot the moment again considering the incredible tricks you’ve featured here. This is quite unbelievably generous of you to allow easily all most of us could have offered as an electronic book in making some profit for themselves, specifically given that you could possibly have tried it if you ever considered necessary. These smart ideas additionally worked to become a easy way to fully grasp that other individuals have the identical keenness the same as my very own to realize a lot more with respect to this problem. I’m sure there are many more pleasurable times in the future for individuals that looked over your website.

  24. I must point out my respect for your kindness for folks who require help with this niche. Your special commitment to passing the message around came to be certainly informative and have in most cases encouraged folks much like me to reach their aims. Your amazing informative information means a great deal to me and further more to my mates. Many thanks; from all of us.

  25. I want to show some thanks to the writer for bailing me out of this matter. Just after surfing throughout the search engines and obtaining views that were not helpful, I assumed my life was over. Existing without the presence of approaches to the problems you have sorted out all through your posting is a serious case, and ones which could have in a wrong way affected my career if I had not encountered the blog. Your own expertise and kindness in dealing with every part was precious. I’m not sure what I would’ve done if I hadn’t encountered such a solution like this. I can also now relish my future. Thanks so much for this high quality and sensible help. I will not be reluctant to propose your blog post to anyone who should have care on this subject matter.

  26. Thanks for all of your efforts on this web site. Kate really likes going through research and it’s really simple to grasp why. Most people know all of the powerful medium you deliver practical strategies on your website and as well as cause response from people on this article then our simple princess is actually becoming educated so much. Take pleasure in the remaining portion of the new year. You have been performing a glorious job.

  27. I wish to get across my appreciation for your generosity supporting visitors who absolutely need guidance on the matter. Your personal dedication to passing the solution all around appears to be definitely powerful and has helped guys and women like me to arrive at their endeavors. Your important guidelines implies so much a person like me and additionally to my colleagues. With thanks; from each one of us.

  28. I am also writing to let you understand what a fabulous experience our child enjoyed using your site. She realized many pieces, which included what it is like to possess a wonderful coaching nature to make the others with no trouble master some impossible things. You undoubtedly did more than people’s desires. Many thanks for showing these warm and friendly, trusted, educational not to mention unique thoughts on your topic to Kate.

  29. I simply wished to thank you very much once more. I am not sure the things I would’ve handled in the absence of the ways shown by you directly on that concern. It actually was a troublesome matter for me personally, nevertheless taking a look at your professional strategy you handled the issue made me to weep for contentment. I am thankful for your service and thus believe you really know what an amazing job you have been accomplishing instructing the mediocre ones via your websites. Probably you have never got to know any of us.

  30. I wish to show my passion for your kindness giving support to folks that really need assistance with that issue. Your personal dedication to passing the message throughout appears to be exceptionally valuable and has truly encouraged workers like me to arrive at their pursuits. Your interesting help implies much to me and additionally to my office colleagues. Warm regards; from each one of us.

  31. I actually wanted to jot down a remark in order to express gratitude to you for all the marvelous pointers you are posting at this site. My considerable internet investigation has at the end been recognized with sensible knowledge to share with my companions. I ‘d believe that many of us readers are undoubtedly blessed to live in a great website with so many brilliant people with great concepts. I feel somewhat happy to have come across the website page and look forward to plenty of more exciting moments reading here. Thanks a lot once more for all the details.

  32. I needed to send you that little bit of note so as to say thanks a lot once again for the unique methods you’ve discussed here. It’s quite incredibly open-handed of you to make without restraint all many of us would’ve made available as an electronic book to end up making some profit for their own end, most importantly now that you might well have tried it in case you desired. The good ideas also acted to be the great way to be certain that other people online have the same dreams just like my own to understand many more in respect of this issue. I am sure there are millions of more pleasant opportunities in the future for individuals who look into your site.

  33. My wife and i ended up being absolutely thrilled that Jordan could complete his inquiry using the ideas he came across through your blog. It’s not at all simplistic just to find yourself giving for free information and facts that many people today may have been trying to sell. So we fully grasp we’ve got the website owner to appreciate for that. The entire explanations you have made, the straightforward web site menu, the friendships you help create – it’s many fabulous, and it’s really facilitating our son and our family do think the article is awesome, and that’s quite important. Many thanks for the whole thing!

  34. I actually wanted to write a word so as to appreciate you for all the great ways you are giving out at this website. My prolonged internet research has now been rewarded with sensible facts and techniques to share with my guests. I ‘d say that many of us site visitors actually are unequivocally endowed to be in a really good site with very many perfect people with very beneficial advice. I feel quite lucky to have seen your webpage and look forward to really more awesome minutes reading here. Thanks again for all the details.

  35. Thank you for all your valuable effort on this blog. My mother take interest in participating in investigation and it is easy to understand why. Almost all notice all of the lively medium you provide important information via the blog and even cause response from other ones on the situation plus our daughter is without a doubt discovering so much. Take pleasure in the rest of the new year. You’re performing a tremendous job.

  36. I have to express thanks to this writer for rescuing me from this type of challenge. Because of checking throughout the search engines and coming across views which are not powerful, I figured my life was done. Being alive without the presence of solutions to the difficulties you’ve resolved by means of this guideline is a crucial case, as well as ones which may have in a wrong way damaged my entire career if I hadn’t encountered the blog. Your primary natural talent and kindness in maneuvering the whole lot was very useful. I am not sure what I would have done if I had not come across such a stuff like this. I can also at this moment look ahead to my future. Thanks for your time very much for this expert and amazing guide. I will not think twice to propose your blog post to anyone who would need counselling about this problem.

  37. A lot of thanks for your entire hard work on this site. Betty really loves participating in internet research and it’s really easy to understand why. A lot of people know all regarding the compelling way you offer good secrets through this web blog and therefore invigorate contribution from other people on this article while my princess has been becoming educated a lot. Take pleasure in the rest of the new year. You have been doing a first class job.

  38. I am glad for commenting to make you be aware of of the beneficial encounter my child undergone using your web page. She learned some details, which included what it’s like to possess a very effective helping style to get the rest without difficulty know a number of impossible things. You really surpassed our desires. Thanks for showing these precious, safe, revealing and cool tips about that topic to Evelyn.

  39. I wanted to put you the little note to finally thank you the moment again with the stunning tricks you’ve shown here. It has been unbelievably generous of people like you in giving openly what exactly most people would have made available as an e book in order to make some money on their own, even more so seeing that you might have done it in the event you considered necessary. The basics likewise acted to become fantastic way to recognize that other people have similar dreams the same as my very own to see good deal more with regard to this condition. I’m sure there are thousands of more enjoyable opportunities up front for many who looked over your blog post.

Leave a Reply

Your email address will not be published. Required fields are marked *