Who wants to conquer the digital realm? Everyone. It is safe to say that businesses have made great strides toward establishing an online presence over the past decade and a half and a pivotal aspect of that journey is web design. Web design is more than just a pretty face. Besides catching customers' attention, it has also been proven to boost sales with a higher ranking on search engines. If you are still unsure about how responsive web design impacts Google search ad rankings, continue reading to get a clearer and more detailed picture.
How Google Search Ads Work
Google search ad ranking works on the Google Auction mechanism. In the auction, Ad rank for a particular keyword is measured by the Quality score and Bidding. Where bidding is the maximum amount you are willing to pay for a click (cost per click). According to Google, a quality score is a diagnostic tool, intended to give you a sense of how well your ad quality compares to other advertisers.
Sounds too technical? Let me demonstrate an alternative explanation. Let's say you want to bid on "car mechanic service in San Jose". Now, when you enter an auction, you are not the only advertiser who is competing for this particular keyword, so how does Google decide the ranking position for this keyword amongst you and your competitors. It will measure the quality score of your landing page and the maximum click-through rate and based on that calculation you get the ad rank. The higher your quality score, the more there will be a possibility to spend less money.
The Primary Parameters That Determine the Quality Score
Ad Relevance and Landing Page Relevancy
This factor plays a major role. Google wants to provide value to the user by satisfying their search intent. So the more relevant your keyword with the landing page, the more the chances of getting a good quality score. For users to get a prompt response, make sure that they are provided with a specific landing page for their query.
Landing Page Transparency
Landing page transparency highly depends on the content of the website. While making the transparency effective, think about whether the user is receiving relevant content to the specific search query, whether it is in an easy-to-digest format, and whether it is reliable. This helps enormously in developing a smooth landing page experience for users.
Ease of Navigation
While the products or services you sell are the bread and butter of your business, your website is the online version of your retail space. As such, you want your shop to be easily accessible and easy to navigate for everyone interested in making a purchase. A key element of an enriched landing page experience is to give customers what they are looking for. Make it easy for your customers to navigate their options.
On-site Time
The purpose of a search ad campaign is to get more ad conversions. As the users start to crowd around your well-crafted website, not only do they increase engagement, but they are spending more time on your site and gathering information. And the increased on-site time ultimately boosts the reputation of your site.
Customer-Centric Web Design To Get The Desired Quality Score
There is no doubt that the design of your site decides whether a lead is going to convert or not. When a user clicks on the ad and discovers a simple and interactive journey to solve the query, it makes a lasting impression. Which ultimately increases the quality score. And when you want to develop an extraordinary user journey.
What You Should Do to Make the Landing Page Get an Elevated Quality Score
Relevant Content
Content is still the king. Consider your website design and ask yourself a few questions based on the goal and value of your conversion campaign.
- Is it better to link your ad landing page to a product-specific page or a more generic one?
- Is the user interested in learning more about you and your company before buying?
- If a potential customer has more questions, how can they get in touch with you and your customer service team?
- Does your website allow users to purchase products or services from mobile devices?
In this way, you can better understand the goals, concerns, and frustrations of your customers.
Make It Trustworthy
When the website is poorly designed or lacks product and service explanations, it makes users think that a brand or website may not be 100% honest or credible.
To develop trust, you should:
- Add value proposition
- Clarify why you need their information
- Showcase testimonials and feedback
- Do include your contact information and make it noticeable
Make It Reliable
Regardless of the platform, your website should be user-friendly and accessible. Visitors may leave the site prematurely if they encounter issues such as a slow page load time.
To increase reliability, you should:
- Ensure a good user experience with a short page load time
- Optimize the images
- Make the copy more welcoming and authentic
- Provide consistency with your brand
Conclusion
You can see how design is an influential part of your search ad visibility. As we live in the world of stiff competition, it is not something that one can ignore. Remember, it is never too late to start the development of an intuitive website design to provide a slick landing page experience. Make your business the success you’ve dreamed of by working on the website design and giving your users an exceptional browsing experience.
