In this article I’m going to elaborate on PPC landing page quality score techniques.
Now when I refer to techniques, I’m referring to the collective use of several elements in one Adwords campaign.
Over the last 12 months I have developed my very own Adwords landing page architecture that will, if all else remains equal, increase your quality score (or at least keep it high!).
This architecture takes all the elements that Google is looking for into account.
This includes:
- A solid base which includes a website / blog
-
The landing page frame
- Content (on-page optimization)
- Authentication Pages
- Resources Page
- The use of dynamic keyword insertion
- A spider magnet which is a RSS bucket for hyper active content
I need to mention something here though. If your Ad groups are unorganized, have unrelated keywords per adgroup…then there isn’t much hope. I will be posting another article on Ad group organization. However, if you have been doing PPC for even just a little while, you will probably already have a somewhat organized ad campaign.
The Perfect Adwords Landing Page Architecture:

Let’s discuss every one of these in a bit more detail.
1. A solid base which includes a website/blog
The website will be your center hub, your corporate image center so to speak.This is where you sell your services, speak your mind, basically just blogging if that’s what you like. You absolutely need a website to act as a foundation. According to my research and many other’s, the Google bot will check the root of your domain if your landing page is located in a sub-folder or page. The mere fact that they check for that indicates that they are looking to see whether your main domain has an authoritative presence. That’s why, as an affiliate marketer, we used to be able to get unbelievably low cost clicks when we direct linked to Amazon products. It’s because Amazon was BIG and authoritative. Those where the good old days.
2. The landing page frame
This is a very important part of the puzzle, yet it’s the most frightening one for most people. The landing page is the page which the Adwords bot is going to visit. From there it’s going to analyze everything. It cross checks your keywords, your ads, the content on your landing page and additional elements which I’ll mention in a moment.
If you get the landing page wrong, the rest won’t help you that much.
So what does Google want on the landing page?
- Content
- Content
- Content
Basically Google wants content on the page and it should be ridiculously relevant to your ads and keywords.
Google also wants your landing page to be authentic. That means, they are going to look for signs that indicate that you are a "real" business.
This includes authentication pages for example:
- Contact Us Page (with address and additional contact details like a form/email address and a telephone number)
- Privacy Policy
- Terms and Conditions
- Disclaimers (since the new FTC guidelines, you’re going to start to see more and more disclaimers. You should have them as well)
Apart from the above, Google also wants to see that you are contributing to the web. Remember, the web is about the interlinking of web properties. If you are not linking out to your neighbors then you are a bad boy. Create a resource page and link out to AUTHORITY sites ONLY.
Here are some awesome exit links you can add:
1. A wikipedia article on your exact topic
2. Link to a Twitter tweet that is on the specific subject
3. Link to an Ezinearticles "category"
4. Link out to a .edu website
You are also going to need some articles. You can copy and paste them directly from Ezinearticles or Goarticles. The Google Adwords bot does not care about duplicate content. As long as everything is related to your ad. Make sure the articles are focused around your keywords.
Content Optimization
Here are some of the elements you have to incorporate on your landing page in order to give Google a solid idea of what your page is about:
- Headline should have the keyword in it.
- The body text should have the keyword in it.
- Your image Alt text should have the keyword in it
- You can incorporate Youtube videos that are related to your offer (Google owns Youtube, and with that comes Trustrank)
Now, as I mentioned earlier, you are going to use different Ad groups and various keywords to drive traffic to your single landing page.
For a newbie, this is where it get’s confusing. You might be asking yourself, how on earth can I target multiple keywords on one landing page without my page looking like it’s been bombed by a 3 year old wordsmith?
Introducing…
3. Dynamic Keyword Insertion
Your ad has to be relevant at all times, meaning that when someone types in a keyword that triggers your ad, you have to present them with an ad that shows those keywords!

But more importantly, they should be able to see the keyword emphasized in the copy!
Dynamic keyword insertion allows us to do just that. Now instead of giving you a bunch of code that will confuse you, I highly suggest that you get yourself a copy of Chuck Mullaney’s KeywordESP. It’s a very simple piece of software that will spit out the correct codes which you simply copy and paste into your Adwords account and into your webpage content.
4. RSS bucket
This is my personal method for increasing my quality score and keeping it high. The RSS bucket is essentially a PAGE located one level deep from the landing page and it gets updated with all the latest content aggregated from all over the web. The content is fresh and super targeted. By linking out from my landing page to the RSS bucket, I’m essentially giving the Google bot the best time of it’s life.
So how do you do this? Personally, I use a RSS to HTML parser script. The RSS to HTML conversion has a far better effect than using normal RSS parsing. You can check out Geckotribe’s Carp Evolution or even try the free one over at RSS2HTML. Please note I haven’t used the latter one myself. Just follow the instructions and you should be fine. The question is, where are you going to pull your content from?
Well, you can find RSS feeds very quickly by using some of the following services:
- http://news.yahoo.com/page/rss
- http://www.leighrss.com
- http://www.syndic8.com
- http://www.feedsee.com
That’s MORE than enough to keep you busy.
Simply implement those RSS feeds with Carp or RSS2HTML and you will be generating fresh content in no time!
One last tip about the RSS bucket. ALWAYS add your own website/blogs RSS feed to the bucket. That way you are interlinking your entire structure!
So, after that long tutorial, what are your thoughts on this?
Regards
Reinhardt