One of the driving features of quality score and conversion rate is landing page relevance.
From your customer’s perspective, they searched for something specific. Like
“Long Distance Mover,” so from Google’s eyes, the best ad and landing page are going to satisfy
that search exactly.
A good ad could look like this. It has the searcher’s city, and search
keyword.
![Example Google Ads]()
But sending someone to a landing page that only mentions “moving” and not “long
distance moving” could be confusing. The set of customer questions that need to be answered
before a call are very different.
With Easy Landing, it takes seconds to take your general “moving” page, and
transform it into a “Long Distance Moving Page.”
Compare the relevance of:
![An unspecific landing page that doesn't have the Google Ads keywords in the title]()
To:
![A specific landing page that has the keywords in the title]()
Not only does this change result in a higher quality score, but the conversion rate went up as well.
Start giving people what they're looking for!
Extra tip: Change the title of the page for an easy bump in relevance
Increasing Relevance For a “Near Me” Search Is Hard, Here's an Instant Fix
Here’s how it works:
- A user searches for a “Moving Company Near Me.”
- They get an ad that doesn't say “Near Me,” but instead has the exact city they’re searching
from. This is easy to do with Responsive Search Ad’s {LOCATION(City):ct} insert.
- When they click on the ad, they don’t just see your fallback, but the exact same city that
you put on your ad.
With Easy Landing, it’s as simple as adding URL parameters to your campaign:
![Url parameters to add Google's location of interest to a URL]()
A good ad could look like this. It has the searcher’s city, and search
keyword.
And then adding this special character in your Easy Landing swap.
![Url parameters to add Google's location of interest to a URL]()
Extra Tip: Don’t have the Google Parameter because your source is from somewhere else? You can use the
{{city}} special character to insert the user’s city.
