Real-world example. If a user clicks on an ad expecting a login page but is directed to a promotional page instead:
Old experience: The user struggles to find the login link and returns to search results in frustration.
New experience: The user can quickly find the login link from the promotional page, avoiding the need to return to Google Search.
Bottom line. Google’s update underscores the importance of creating relevant, user-friendly landing pages.
For advertisers. To stay competitive, brands should ensure their landing pages are intuitive and help users efficiently access desired information.
Navigability improvements can boost engagement and lead to long-term value for both users and advertisers.
What’s next. Google plans to continue refining its ads quality systems as search behavior evolves. Expect further updates focused on improving ad experiences and delivering more relevant results.