Muze AIDefinition
Landing page experience is Google's assessment of how useful and relevant your landing page is to the people who click your ad. It is one of the three components of Quality Score, alongside expected click-through rate and ad relevance, and it is reported as Above average, Average or Below average. It is judged on relevance to the query, clarity, ease of navigation and load speed.
What to know
The most common cause of a below average rating is message mismatch. An ad promising a specific product that lands on a general category page makes the visitor search a second time, and both Google and the visitor read that as a failure.
It is the one Quality Score component you control completely. Expected click-through rate depends on competitors and ad relevance depends on the query, but the page is yours, and improving it lifts conversion rate whether or not the label changes.
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