Landing page experience is Google Ads’ measure of how well your website gives people what they’re looking for when they click your ad. Your landing page is the URL people arrive at after they click your ad, and Google Ads analyses it through a combination of automated systems and human evaluation. The experience that 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.
This article explains how you can improve your landing page experience. For specific instructions on how to optimise your website for mobile, see Principles of mobile site design and Create an effective mobile site.
Before you start
Landing page experience is different from policy violations. If your site violates Google Ads policy, you receive no landing page experience rating at all, and your ads don’t run.
You can improve your landing page experience by taking any or all of the following steps:
- Offer relevant, useful and original content
- Make sure that your landing page is directly relevant to your ad text and keyword.
- Be specific when the user wants a particular thing: If someone clicks on an ad for a sports car, they shouldn’t wind up on a general “all car models and makes” page
- Be general when the user wants options: If someone’s looking to compare digital cameras, they probably don’t want to land on a specific model’s page
- Provide useful information about whatever you’re advertising on your landing page.
- Try to offer useful features or content that are unique to your site.
- Promote transparency and foster trustworthiness on your site
- Openly share information about your business and clearly state what your business does
- Explain your products or services before asking visitors to fill in forms
- Make it easy for visitors to find your contact information
- If you request personal information from customers, make it clear why you’re asking for it and what you’ll do with it
- Distinguish sponsored links, like ads, from the rest of your website’s content
- Make mobile and computer navigation easy
- Organise and design your page well, so people don’t have to hunt around for information.
- Make it quick and easy for people to order the product mentioned in your ad.
- Don’t annoy customers with pop-ups or other features that interfere with their navigation of your site.
- Help customers quickly find what they’re looking for by prioritising the content that’s visible above the fold
- Decrease your landing page loading time
- Make sure that your landing page loads quickly once someone clicks on your ad, whether on a computer or mobile device.
- Consider turning your landing page into an Accelerated Mobile Page (AMP).
- Make your site fast
How to check your landing page experience
- Sign in to your Google Ads account.
- On the page menu, click Keywords.
- In the “Status” column, hover over (or tap) each keyword’s status to learn about its performance.
What happens after I’ve made improvements?
The Google Ads system visits and evaluates landing pages and websites on a regular basis. If you make significant changes to improve your landing page experience, you may see higher ad quality (and higher Ad Rank) over time. You might not see an immediate impact, but you may see results within days or weeks.
The Google Ads system also visits your landing page to evaluate your mobile site (as viewed by mobile devices with full browsers, such as Android devices and iPhones).
If you have a distinct, mobile-optimised version of your site, we recommend you configure your server to show the mobile-optimised site when the Google Ads mobile User-Agent is detected crawling your site. Currently, we use two HTTP User-Agent header to identify Google Ads mobile visits:
Android: Mozilla/5.0 (Linux; Android 5.0; SM-G920A) AppleWebKit (KHTML, like Gecko) Chrome Mobile Safari (compatible; AdsBot-Google-Mobile; +http://www.google.com/mobile/adsbot.html)
iPhone: Mozilla/5.0 (iPhone; CPU iPhone OS 9_1 like Mac OS X) AppleWebKit/601.1.46 (KHTML, like Gecko) Version/9.0 Mobile/13B143 Safari/601.1 (compatible; AdsBot-Google-Mobile; +http://www.google.com/mobile/adsbot.html)
By default, the Google Ads system reviews advertised landing pages to assess the landing page experience. If you don’t want some of your landing pages to be reviewed, then you can follow the steps below to restrict the Google Ads system from visiting those pages.