AdWords Tips

What to Do if AdWords Says Your Landing Page Experience Is Below Average

By Megan Marrs September 20, 2012 Posted In: AdWords Tips Comments: 17

Having a poor performing AdWords landing page is 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 Quality Scores, which means you end up paying more for each click.

In an effort to be more “transparent,” Google now makes an attempt to tell you why your Quality Score for a given keyword is low. One reason might be the quality of your landing page experience. If Google thinks your landing page experience is “below average,” it could hurt your Quality Score.

AdWords Landing Page Experience

According to Google, you should focus on three things if your landing page quality needs improvement:

  1. Relevant and original content
  2. Transparency
  3. Ease of navigation

If Google has deemed your landing pages to be “below average” in quality, you may be looking for more specific advice. Here are 10 tips on improving your landing page Quality Score.

  1. Check the relevancy of your landing page content to your ad. It’s of the utmost importance that your landing page content matches your ad text and the ad’s keywords. For example, if a user clicks an ad talking about high heels, don’t send them to a general shoe page, but instead to a specific page about the high heels offered. The more directly related the landing page is to the ad text, the better.
  2. Don’t overwhelm the visitor with links. Provide the necessities, like a link to make an order, contact info, and a link to the homepage, but not much else. More possible exits from the landing page increase the likelihood of the user leaving.
  3. Create a solid site architecture system. Use information architecture to design a site that enables you to create very detailed pages for specific AdWords ads further down in your site hierarchy.
  4. Call to action. Have a clear and powerful call to action that entices visitors. Try answering the question “I want to…” (getting into the mind of your visitor and what she wants). Calls to action in button form are best.
  5. High-quality, relevant images. Images provide a visual clue about the message of your landing page to users. Mixing in images with page text makes the page much more attractive.
  6. Write a powerful heading. The header is one of the first things visitors see on your landing page. Make sure it is relevant and attention-grabbing.
  7. Keep it short and to the point. Remember, your landing page isn’t a blog post. Too much information and text can easily overwhelm visitors, and these days with the quick scanning mentality of the interwebs, almost any text is too much text. Simply provide the essential key information and important points that you know will interest your audience – think benefits.
  8. Experiment with form length. If your conversion rate is low, consider shortening your form. If the quality of your leads is the main issue, try lengthening the form. Every minute shaved off (or added) to a user’s experience on your site can make a big difference.
  9. Add social buttons and trust signals. Adding social media buttons is smart because they make it easy for visitors to share your fantastic offer with friends around the world. Trust symbols and badges, like awards you’ve won, recognition, and your own logo, help reassure potential customers that your businesses is trustworthy and safe to make a purchase with.
  10. Keep in mind the need for speed. Sometimes something as simple as site speed can have a large impact on your landing page Quality Score. Test your landing page and make sure it is loading at a reasonable speed. If it’s too slow, check the size of your images and eliminate any extras that might be weighing the page down.

(Read more: How to Create the Best Landing Pages for Your Google AdWords Account)

AdWords Performance Grader

If you enjoyed this post, please consider leaving a comment.


Monday September 24, 2012

Annie Harrison (not verified) Said:

Hi, Just found you blog!  Great tips on adwords they will help me enormously, Thank you!

Wednesday November 07, 2012

Megan Marrs Said:

Thanks Annie, happy to help!

Thursday September 27, 2012

Dinesh Thakur (not verified) Said:

Hello Megan,

Really some useful tips, I think page speed and contnet on the page are key factors. In addition to this i think page bounce rate some how or some what effect the quality score of keywords. Do you think meta tags (header and description) also help in improving the landing page experience. 

Wednesday November 07, 2012

Megan Marrs Said:

Hi Dinesh,

Glad you enjoyed the post! Yes, bounce rate can affect things as well, but usually a high bounce rate usually comes as a result of other issues (lots of packed in text, confusing navigation, etc.)

Meta tags can certainly add to an improved landing page experience - headers are great becaue they can help break up lengthy chunks of text and help visitors skim more easily.

Wednesday October 03, 2012

Claudio @MD Marketing Digital (not verified) Said:

Hi Megan!

Nice post, thanks!!

Always runing behind the holy grial with our google friends. It looks like we must read small letters always.

I believe relevancy is with a big R in the landing page theory, it must be the answer to the ad, and it must be clear enough that arriving to this page is part of the solution to the question you have googled.

Also I believe its worth to pay atenttion to hot points. I always check where  I´m placing the "call to action" buttons?

Thanks for sharing!

Claudio @MD Marketing Digital / Argentina

Wednesday November 07, 2012

Megan Marrs Said:

Hey there Claudio - I agree, relevancy is HUGE for landing page optimization. No one has the time or patience to wander around a site these days!

Thursday October 11, 2012

ahmed (not verified) Said:

This are some very good tips you shared here about adwords!I am currently running a new adwords campiagn for one of my site & this will definately help me a lot to tweak my landing page to make it Google friendly.

Wednesday November 07, 2012

Megan Marrs Said:

I'm so glad it's helping you Ahmed!

Thursday October 11, 2012

Dev Horn (not verified) Said:

Great article - nice job, Megan!

Wednesday November 07, 2012

Megan Marrs Said:

Thanks Dev, I appreciate the affirmation :)

Thursday October 11, 2012

Latha (not verified) Said:


This was timely information for me.

Great tips and am looking forward to read the comments - some very nice advice there as well.

Wednesday November 07, 2012

Megan Marrs Said:

I'm happy it's been useful for you. Yes, I love that we have such knowledgeable readers who are happy to comment and share their additional insight. Go teamwork!

Thursday October 11, 2012

Troy Tanga (not verified) Said:

Received an adwords grade of 92% on my site. Last time it was about 68%

your ideas and directions helped me achieve it. Will be adding Wordstream to our mix of offerings.

Wednesday November 07, 2012

Megan Marrs Said:

Congrats on the improvement Troy!

Sunday November 04, 2012

Andy (not verified) Said:

My biggest question is, how google check it that my site relevance is poor?


Example, i have so good CTR (between 2,29 and and 5%) and i integrate even the Google conversion pixel, here i got CR at search

from 2,06% and display 8,24 total 5,81. So why my keywords get then a bad LP relevance?


Can you help me?


thank you very much in adcanced!

best regards


Thursday May 16, 2013

Fer @ MediaBros Marketing Digital (not verified) Said:

Many times small business just dont understand the importance of the Relevance of the landing Page. They only focus con the campaign itself, but they are slow when referring to changing the website with their webmasters.

Excelent Post ;)

Monday August 12, 2013

Posicionamiento web (not verified) Said:

Hi, Just found you blog!  Great tips on adwords they will help me enormously, Thank you!

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