Keywords & Targeting
Landing Page Experience
Landing page experience is the Quality Score component that rates how relevant, useful, transparent, fast, and mobile-friendly the page a searcher lands on is for the keyword and ad that brought them.
In practice
Google grades the landing page on whether it delivers what the ad promised, whether the content is original and useful, whether the site is transparent about who is behind it, and whether it loads and navigates well on mobile. The grade appears as below average, average, or above average per keyword.
A below-average rating raises cost per click for every keyword pointing at that page and can suppress ad rank. The fixes are the same things that raise conversion rate: put the keyword's promise in the headline, make the primary action obvious, remove render-blocking weight so the page loads fast on a phone, and show contact and policy information.
Sending paid traffic to the homepage is the most common way to earn a below-average grade, because the homepage is relevant to everything and specific to nothing. Dedicated pages per intent solve both the grade and the conversion rate.
Why it matters
It links page quality to click cost, so a bad page taxes every click before it has a chance to convert.
RELATED TERMS
Quality Score
Quality Score is Google's 1 to 10 diagnostic rating of a keyword based on expected click-through rate, ad relevance, and landing page experience, indicating how well the ad and page match the searcher's intent.
CTR (Click-Through Rate)
Click-through rate is clicks divided by impressions, expressed as a percentage, showing how often people who saw an ad chose to click it.
CPC (Cost Per Click)
Cost per click is the amount paid for a single click on an ad, reported as an average across a keyword, ad group, or campaign.
Written by Ilya Bulychev, Founder, Live PPC Ads. Part of the PPC Glossary.
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