Many people think that Search Engine Optimization and PPC campaigns are two completely different strategies, but they are actually two sides of the same coin, search.
If you use Google Ads as part of your digital marketing efforts, you’re probably familiar with the term Quality Score and the influence it has over how much you pay for each click and the effectiveness of your PPC campaigns.
What is Quality Score?
Quality Score is an estimate of how relevant your Google ads, keywords and landing pages are to a user who sees your ad. A higher Quality Score typically leads to lower cost per click and higher ad positions in search results.
Since Quality Score determines where your ads appear and how much they cost, it’s important to improve your score. Among other things you do and work on your Google Ads, like optimizing your ad text or adding negative keywords to exclude irrelevant search terms, it is also very important to optimize your landing pages.
According to Google: “Landing page experience is Google Ads’ measure of how well your website gives people what they’re looking for when they click your ad. The experience you offer affects your Ad Rank and therefore your CPC and position in the ad auction. Your ads may show less often (or not at all) if they point to websites that offer a poor user experience.”
… and here is where SEO comes in.
What does SEO mean?
SEO stands for Search Engine Optimization, the practice of optimizing your website’s content to be discovered & increase the traffic to your website organically through search results.
All search engines, such as Google & Bing, rank search results based on what each search engine considers most relevant to users.
So, by improving your website and landing pages with SEO you are preparing them for your PPC ads too.
here are some questions to ask yourself, to help you improve your website and landing pages:
Is my website mobile-friendly?
Google shifted to mobile-first indexing in 2018, meaning that they now use the mobile version of your page for indexing and ranking.
Does your website load fast?
Pagespeed is a ranking factor on desktop and mobile. Lower speeds will impact your quality score as users bounce before the content is visible.
Is your website’s content optimised, useful and relevant to your audience and by extension to your ads?
Make sure your landing page is directly relevant to your ad text and keywords. The process of optimizing content should include making sure associated keywords are present, but be careful with keyword staffing and plagiarism.
Google always wants to rank the most reliable and useful results. It is important to start with keyword and user intent research. The texts must be well-written and the content of the text must be adapted to suit the user, so you can reach the largest possible target audience.
In order to enjoy strong conversion rates for your PPC campaigns, it is important to link to an effective landing page that is highly relevant and has clear call to actions. In short, you need to have a good landing page and be mindful of what you link to in the ad text.
Quality Score is primarily a measure of relevance. Better keyword research and SEO will naturally improve the quality and relevance of your ads and website content, allowing you to target the right audience.