Google AdWords’ quality scores just keeping getting stricter. Any ideas why? This is good advice:
(Source) One thing I have noticed (but have not formally tested so it’s just a “feel”) is that not having proper meta tags on your landing pages that are relevant to your AdWords’ keywords even if your body copy and headlines are relevant, tend to bring down quality scores.
Landing page quality is definitely something to look at. Google has recommended all along that advertisers keep their landing pages optimized. But they haven’t formally made landing page optimization a part of the overall ad quality score even though they have made an announcement that they intend to. Landing page load time, however, is very important. It really always has been, but now it’s official.
I believe Google instituted this policy because they want to stop advertisers from using redirects. Redirects tend to slow loading time. If loading time is included in the quality score then advertisers who want to improve their quality, and consequently lower their bids, will do whatever is necessary to keep maintain their quality scores. In the competitive environment of Pay Per Click advertising, every edge helps. Google is simply trying to force advertisers to play fair and be honest. Those who do that will see their quality scores improve and their click bids lowered. Pay attention to your landing page load time. It counts.
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