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Laziness is Key for Marketers

Marketers, aim to be lazy.

I’m not talking about watching T.V. at work or putting off deadlines. In fact, I’m not even referring to you – I’m talking about your paid search advertising.

Google’s Lazy Score, sorry, “Quality Score”, searches for paid search ad relevancy, keyword relevancy & landing page quality that most closely aligns with what your audience is looking for. In simplest terms, your ads should make a potential customer’s life as easy as possible by providing specific answers or solutions to their specific questions. Google’s main goal is making sure the right results are delivered to the right people.

Why is it so important? The higher your Quality Score, the less you are paying Google per click. In a sense, the lazier you allow your customer to be, the more Google rewards you. Take a look at the chart below:

A campaign with a Quality Score of 10 is paying 50% less per click than a campaign with a score of 5.  There are some critics out there who question the value of Quality Score. However, this chart shows it can be very advantageous when executed properly.

All Great Things Come in Threes

There are 3 main factors taken into account when determining Quality Scores: ad group, landing page & domain. So when you’re designing a paid search program, think lazy across all three. Think, if Lazy Larry were horizontal on his couch, how long will I have his attention for? How long will he search for a solution to his problem? What other questions would he be asking?

Too many marketers neglect the importance of the landing page, focusing primarily on domain & ad group. That’s the type of laziness we beg you not to succumb to. Think about it. Users don’t search Google to find an ad with a powerful call-to-action. They are looking for a website that matches their specific intent.

So, let’s dive into how to make your campaign, especially the landing pages, lazy.

Domain Name & Ad Relevancy

First things first. In order to get them to your landing page, you first need a domain name & ad that’s relevant to their search. Google now penalizes websites that use the domain name solely to boost SEO rankings (in other words trick someone into clicking). You need the content & keywords to support it. White Shark Media outlines how to do so.

Landing Pages

Just because the user clicks your ad doesn’t mean he or she is going to convert.

  • Make sure your targeted keywords are incorporated into the content on your landing page. A potential customer expects the page to be consistent with the messaging & offer of the ad itself.
  • Include a strong headline that is relevant to your PPC keyword & ad text
  • Don’t say too much. Try to keep your copy as concise as possible while communicating the value of your offer.  (Remember, lazy. Users don’t want to read more than necessary).
  • Provide a great user experience. Yes, the landing page should be visually appealing, but it should also be easy to navigate, load quickly, have minimum pop ups (no one likes those), and not to mention a clear call-to-action.
  • Third. Did I mention testing?

Business2Community takes a deeper dive into some of the tips mentioned above.

Looking to improve your Quality Score? We’ve helped many companies succeed with their PPC campaigns. Shoot us an email at engage@methodsavvy.com with any questions, or keep it lazy and tweet us @methodsavvy.

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