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Different Landing pages experience, same landing page

[ Edited ]
Collaborator ✭ ✭ ✭
# 1
Collaborator ✭ ✭ ✭

Hello,

 

I am curious if anyone has encountered a similar problem and found a solution :

 

The landing page from an ad group with a single keyword has not changed. Yet the "Landing page experience" has dropped from average to below average as indicated by the status of the keyword.

 

Now the QS has also changed from 8 to 7 and the top of page bid has changed from a 0.04 to a 0.3 , increased almost 10 times.

 

When i asked a specialist from google to investigate they told me to look at the graph to see that the CTR has slightly decreased and this is the cause. But i am amazed, if the CTR has decreased, why is the "landing page experience" changed, shouldn't it be the "expected ctr" or the "ad relevancy" be changed ?

And the other 2 indicators are "above average".

 

The main problem is that this keyword represents almost 30% of the client's traffic and it is a niche keyword with only 1 competitor nation-wide. It is in phrase match. Until this change the traffic costs were profitable, now not so much.

2 Expert replyverified_user

Re: Different Landing pages experience, same landing page

Top Contributor
# 2
Top Contributor
This "landing page experience" is a machine estimate... I wouldn't look at that much. I agree with the Google Rep: Work on your CTR. As I tell clients: QS is a CTR and vice versa
Moshe, AdWords Top Contributor , Twitter | Linkedin | Community Profile | Ad-Globe
Did you find any helpful responses or answers to your query? If yes, please mark it as the ‘Best Answer’

Re: Different Landing pages experience, same landing page

Collaborator ✭ ✭ ✭
# 3
Collaborator ✭ ✭ ✭

Thank you for answering.

 

Well ok, I can simply double the bid for a couple of days to attempt to increase the CTR because it will triple the "top of page" impressions as the "bid simulator" indicates. Will this be a quick fix that anyone takes in these situations ?

 

I thought there was something missing on the landing page, I went through the guide to try to find a point to improve but there seems to be no actionable information.

 

I guess the decreased CTR for 4 days out of 25 this month is just a random thing. I mean who has constant CTR or constantly increasing CTR. Perhaps it will solve itself when a second wave of traffic with "increased CTR" will compensate the "decreased CTR".

Re: Different Landing pages experience, same landing page

Collaborator ✭ ✭ ✭
# 4
Collaborator ✭ ✭ ✭

Today I received an interesting feedback from a Google specialist by email :

 

"

 I understand that you are concerned about the "fall" in the Landing page experience can happen even when you have not made any changes to the same. 
 
Please know that this metric (attribute) is an average of all the other landing pages in your category/field. Hence it is very relative. Though you have not made any changes to the website/Landing page, it is possible that the competitors may have a better CTR, Loading time of the page, navigation etc."
 
So basically optimizing this factor "Landing page experience" is impossible, would be my conclusion since there is the unknown factor of "competition is doing something better with their landing page".
I managed to cut the loading time in half by configuring a compression plug-in for Wordpress "w3 total cache" , but the QS did not change back to 8 Smiley Happy
Marked as Best Answer.
Solution
Accepted by topic author Adrian B
September 2015

Re: Different Landing pages experience, same landing page

Top Contributor
# 5
Top Contributor
Adrian;
Focus on CTR. This is the predominant component of QS. I would not say other metrics are negligible, but their weight in calculating QS is not significant... (to say the least)
Moshe, AdWords Top Contributor , Twitter | Linkedin | Community Profile | Ad-Globe
Did you find any helpful responses or answers to your query? If yes, please mark it as the ‘Best Answer’

Re: Different Landing pages experience, same landing page

Rising Star
# 6
Rising Star
Just adding an Idea.

I had same kind of issue while back. Later we suggested client to re create the site and to focus more on landing page experience. We came up with a brand new site which dedicated 5 landing pages for 5 campaigns which focus on 5 different places in one city but same business. To test the which will work better I ran one month campaign with new landing pages and one month campaign using the home page as the landing page for all 5 campaigns. ( In 5 different landing pages they include dedicated booking engines for each location and home page include one common booking engine)

Surprising using home page ( Common booking engine) seems to be more profitable than using dedicated pages also I can't see much of difference in QS or in landing page relevance.

So considering the above conversation can I come to a conclusion that landing page relevancy is not a major factor we have to focus on?

Re: Different Landing pages experience, same landing page

[ Edited ]
Collaborator ✭ ✭ ✭
# 7
Collaborator ✭ ✭ ✭

Ok, i will test more ad text variations to see if they bring higher CTR.

 

It would be useful if the Bid simulator could include CTR rates.

By looking at the Bid simulator , it seems that increasing the bid will not increase the CTR a lot, only by 0.2% :

 

estimated-CTR.png

Re: Different Landing pages experience, same landing page

Follower ✭ ☆ ☆
# 8
Follower ✭ ☆ ☆
Raising your bid is definitely not a way to increase ctr. As a matter of fact that has nothing to do at all with ctr. It´s all about relevancy. You might consider restructuring your keywords into smaller, tighter ad groups and test with Ad variations to raIse your ctr. Remember, Google factores in the ad position for your discount, meaning they know top position means higher relative ctr´s than 5th position so they will give ´lower ctr´s´on lower positions a higher discount facor than high ctr´s on position 1.

Re: Different Landing pages experience, same landing page

Visitor ✭ ✭ ✭
# 9
Visitor ✭ ✭ ✭
Adrian, have you figured out why the landing page experience dropped? I encounter the same situation currently and following the advices of the adwords staff (like changing the ads copyright) were just a waste of time.

Different Landing pages experience, same landing page

Visitor ✭ ✭ ✭
# 10
Visitor ✭ ✭ ✭

The thing is, no one will ever "figure it out" because Google bends over backwards to make outcomes as illogical as possible... and then fills message boards with posts explaining how you're the one who must have missed something.

 

I've had keywords with 3 or 5 QS. I would then pause the adgroup, create and identical group (even copied/pasted the same ads), and then I'd be between 7-10 after one day of running ads... and many times those scores "stick." About 30% of the time - just shooting from the hip - they would not and I would simply wash, rinse, and repeat.

 

If they are going to be in the practice of hiding data, giving cryptic responses as to how you must not be doing something right and then not tell you what it is, and then jerk everyone around with random QS outcomes, then I'd say it is the integrity of the Adwords system which is at question more than your landing page quality. They make money in one way and one way only, so if yanking your QS down a few notches to get you to pony-up a few more bucks to move up in Ad Rank (I'll respectfully disagree that this has no impact on CTR), then expect to have your QS yanked around. If it looks like a duck...