The usability and user experience of your landing page refers to the level of satisfaction of users once they arrive to your landing page (the Web page to which they are directed when they click on your ad), according to AdWords estimates. You can improve the usability of your landing page by giving priority to the following three aspects:
The level of usability of your landing page affacts not only your ad quality, but also the cost of your advertising and your ad position.
Why is the usability and user experience of landing page important?
If you make sure to properly optimize your landing page, you will get better advertising performance and you will save money. Get the most out of your landing page by facilitating the buying process, the registration for a newsletter or any other action that you expect visitors to take on your site.
Improve the usability of your landing page:
AdWords uses automated systems as well as human assessments to determine the level of usability of your landing page. Your ads may be shown less frequently if they redirect users to landing pages offering a poor user experience. If you want to improve the usability of your landing page, you should consider doing some fine tuning. Here are some ways for you to improve the usability of your landing page>
The AdWords system visits and regularly evaluates landing pages. If you have made important changes to your landing page in order to improve usability, there will probably be no immediate change, but you should see results within days or weeks.
Know the level of usability of your landing pages
To know the level of usability of your landing pages on any of your sites, go to the tab keywords and position the mouse cursor over the speech bubble icon next to the status of a keyword. The level of usability can be:
Usability of the page and rules relating to the quality of the site
When AdWords looks at the landing pages, it sometimes encounter pages that do not respect their rules on advertising. For example, if your landing page contains malicious software (such as a virus), it is obviously not friendly. Rather than having “Below Average”, AdWords doesn’t attribute any score to it. You will then see the words “Not applicable” and all the keywords or ads pointing to this website indicate the status Site suspended. This status indicates that you can not advertise for this website with AdWords because it does not meet one or more of their rules on the quality of the site .