July 27, 2012
Let’s take them one by one in order to understand their contribution to an improved experience for users.
- relevant and original content – it is recommended that your landing page must be directly relevant to your ad text and keywords; make sure it provides useful information about what you are advertising on; offer useful features as much as possible or unique content; reviews with real opinions from folks who used your product or service could be an advantage;
- transparency – your contact information should be easy to reach; sponsored links, such as ads, should be distinguishable from the rest of your content; it’s wise to speak open and honest about what your business does;
- ease of navigation – useful information for people should be handy for users’ reach; the system through which consumers can order products should be quick and efficient; also, make it handy for them to be able to find out more about the advertised product or service.
The above principles are usually called “scent”, meaning this is a great way to make users want more and more what you offer.
These principles are in accordance to Google’s AdWords service which evaluates landing pages regularly. When you change your landing page significantly, it may lead to increase your score but this requires time, of course. Result won’t show up during the next couple days after you’ve made changes but have patience, you’ll see they will appear over the next few months.
They care a lot for their users by paying major efforts to improve user experience so they like indeed when they notice you do the same. If they won’t ban you from anything, there’s quite clear your landing page score may increase. Or else, you’ll stick to denied access since the personal information issue is sensitive and highly inflammatory.