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Landing page experience: Below average for Search Results

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# 1
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Hello:

 

I am a digital marketing manager at www.Rakuten.com and we have never had quality scores for our search results page above 5. I have done a number of tweaks and optimizations a number of campaign settings to produce above benchmarch CTR and CVR% to see if the low QS is due to content quality. I set up a campaign with exact match with the exact words in the Ad Text, getting a full +1pt higher CTR and a 15% CVR, just to prove that wasn't the issue. My google adwords team is totally stumped, they offer no help except telling me to feel comfortable spending more money.

 

Can someone look into the following landing pages, and let me know your thoughts as to why I am getting "Landing page experience: Below average" for every keyword on these SEARCH RESULTS landing pages? I have a feeling it has to do with the way we render our content. Is it too far down on the page source? Is our lazy load preventing all the content from being recognized? (To be clear, we have a final url and a mobile url, I have included both if that might make a difference). Any help would be greatly appreciated:

 

Keyword/Ad Title Text: Michelangelo Costume

final URL: http://www.rakuten.com/sr/searchresults.aspx?qu=Michelangelo+Costume&sid=25

Mobile URL: http://m.rakuten.com/search/results?barcodeFile=&term=Michelangelo%2BCostume

 

Keyword/Ad Title Text: Cellucor protein

final URL: http://www.rakuten.com/sr/searchresults.aspx?qu=Cellucor+protein

Mobile URL: http://m.rakuten.com/search/results?barcodeFile=&term=Cellucor%2Bprotein

 

Keyword/Ad Title Text: Cellucor protein

final URL: http://www.rakuten.com/sr/searchresults.aspx?qu=zero+gravity+chairs#qu=zero+gravity+chairs&from=2&pr...

Mobile URL: http://m.rakuten.com/search/results?barcodeFile=&term=zero%2Bgravity%2Bchairs

 

 

 

 

 

 

 

1 Expert replyverified_user

Re: Landing page experience: Below average for Search Results

Top Contributor
# 2
Top Contributor

Hi @Jason F;

Well... My view - this page has to be revamped.

 

First, it loads slowly,  very slowly....

As for the content, the page is hard to navigate. Does it convert at all? Why do you have a banner ad for a different product, on a page which should to be designed to convert  only the product the user searched about?. Any distraction and the user could bounce....

I would consult a web- designer specializing  in e-commerce about a re-design.

Moshe, AdWords Top Contributor , Twitter | Linkedin | Community Profile | Ad-Globe
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Re: Landing page experience: Below average for Search Results

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# 3
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Thank you Moshe,

I totally agree with your points. I think there are two kinds of improvements that need to be done:
- Relevance improvements (content is there, just need to be recongized)
- Experience improvements (attend towards the Bounce%)

Page load time is far below subpar. The Adsales team requires a banner on our search results page, so that leads to the confusion you present. It should be for products not on our site, but should is the key word there. To answer your question, the pages do convert if the product selection is right. However, the experience is very difficult.

All this being said, the bounce rate is below 40% in Google Analytics and 35% in Omniture, so I don't think I would be getting dinged on QS because of the experience related issues you brought up. I really think there is a glaringly large content issue in the page source that is preventing Google from considering it relevant. I appreciate your feedback.

Re: Landing page experience: Below average for Search Results

Top Contributor
# 4
Top Contributor

@Jason F;

I agree that that the bounce rate is not a parameter for the QS calculation, but the long loading time and a  big banner of another product, which is irrelevant to the product offered, - are.  Especially the page load time.

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: Landing page experience: Below average for Search Results

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# 5
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Appreciate the feedback Moshe. Definitely hear what you're saying and completely agree.

Re: Landing page experience: Below average for Search Results

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# 6
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The ads all across the page would challenge the user experience. There are ads surrounding the product (not relevant) and ads below that are redirecting people to other pages. Any way the ads can be eliminated (or toned down) - at least on the PPC landing pages?

Re: Landing page experience: Below average for Search Results

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# 7
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Hi I am having similar issues to yourself and wondered if you found any solutions you could ahare ?

Many thanks.

Ivan.