6 ways to improve ppc landing page quality score

6 Ways to Increase Your Landing Page Quality Score

Having a poor performing AdWords landing page is a bad news – not only will Google be less likely to show your ads, but you are probably missing out on valuable conversions.  It also negatively affects your landing page quality score, which means you end up paying more for each click.

You will determine the landing page quality score at the keyword level. The engine looks at the keyword and then reads the landing page to determine if the page is aligned.

This alignment is something that you can adjust using the updates covered in this post.

If Google has deemed your landing pages to be “below average” in quality, you may be looking for more specific advice. Here are some tips on improving your landing page quality score.

Incorporate Multiple Landing Pages


Make unique landing pages for each keyword theme. In many content management systems and landing page software solutions, you can create the pages dynamically. One can create a template and update headlines, subtext, and imagery as needed.

But remember, relevancy is important, so do not take a lazy approach. More association with the keyword is not only going to be a better user experience for the searcher, but the keywords will indicate to the search engines the suitability of your landing page, gradually improving your landing page quality score.

The Text on your Landing Page

text on page impacts landing page quality score


The paragraph text on the landing page should match the search term as closely as possible. While this notion may sound obvious it is often overlooked. Much like SEO, it is best to have some element of keyword density and variation in the terms within the sales copy portion of the landing page.

The Keyword density percentage can be defined as the number of occasions of a keyword in a phrase divided by the total character length of the text. Creating multiple occurrences of keywords in the copy serves two purposes:

1. Your audience is going to see a page relevant to their search.

2. The search engines report back, “Hey Guys, The ABC Company sells blue ABC products.” Now, that is a relevant page!


Using H-Tags on landing page


  • H-tags, otherwise known as ‘header tags’ are a crucial element of the text on a page. Headers are the lines on a webpage that are in bold and larger text. H-tags should include keywords that align to the keywords in the ad group.
  • Including keywords in header tags tells Google that these are the keywords that we are targeting for. Conversely, these are the headlines that the searcher arrives at when they click through to your landing page.
  • H-tags can be any level from H1 – H6. H1 is the highest level in the hierarchy and H6 is the lowest in rank. It is also best practice to have one H1 tag than any number of H2 through H6 tags in the appropriate order.
  • For example, you don’t want an H2 tag over an H1 tag within the HTML of the landing page.

Use Meta Data on landing page

  • Meta data is the HTML data that describes a page to the search engines. It includes fields such as page title, page description, and keywords. It is important to use keywords in the Meta description and title of the landing page.
  • While Google has gone on record saying Meta keywords are not important, this remains a best practice. Meta tags inform the search engines about the content of the page.
  • You can get to the information in a web browser by going to the view-source, easily boosting your landing page quality score.

Improving Page Loading Speed

low page load times improve landing page quality score

Search engines factor in clicks that return within a short period of time. This scenario indicates that the searcher reached a page that was not expected. For this reason, you will want to do everything you can to improve how fast your landing page loads.

There are several ways you can impact page load speed. Two easy ways to impact the load time of your landing page are to:

  1. 1. Minimize image sizes and number of images on the page.
  2. 2. Be careful of code weight on the landing page. Impacting the page weight involves making sure that script code is stored in different files and referenced as needed rather than loaded in full on the landing page.

In conclusion, if you follow these 6 easy tips, you can improve the way the search engines view your landing page.

You can choose to update all of them or pick a few to tackle, but the result will be a better landing page experience for searchers, a more aligned campaign, and most of all improved Landing page quality score.