Analyze your landing pages

Landing page experience is part of the quality score that Google Ads assigns each keyword. Adalysis analyzes active final URLs used in ads across at least two ad groups. This creates a breakdown that can help you identify current weaknesses. (Keyword URLs are not included.)

On the Landing pages tab, you can see any audit alerts, where the page is used, and aggregate quality score data. This analysis is updated once a week.

How to improve your landing pages

Prioritize your pages

You can order the data by clicking most columns to help you find areas with the biggest potential improvements. For example, you could focus on URLs with the most clicks or used across the most ad groups.

To identify landing pages with a poor experience score, consider the ratio of keywords with above-average vs. average vs below-average scores. This will help you prioritize which pages to work on first.

A good landing page will have most of its traffic from keywords with an average or above-average score. A landing page that receives most of its traffic from below-average keywords might require further work. Click any section of the landing page tab for more information.

Identify what needs to change

Start by reviewing the alignment of the keywords and the landing page. You can view the keywords that drive traffic to a landing page by clicking the relevant link in the dashboard. 

Order your keyword data by any performance metric to see the areas with the biggest potential gain. You can also examine the keywords together with their match types and individual quality scores. 

Next, look at the alignment of the ads to the landing pages. You can view the ads that drive traffic to the landing page (using the relevant link) and examine their relevance to the landing page. This will help you to identify any user expectation mismatches. You can now use these insights to amend the content on your page. You can also test the page speed of your landing pages with the links provided.