Google introduced a new prediction model to better evaluate the quality of landing page experiences for search ads. This update is designed to reduce frustrating ad experiences and make it easier for users to find the information they need without unnecessary backtracking.
Driving the news. Google’s new model improves its ability to predict whether a landing page provides a seamless experience. The focus is on reducing “unexpected destinations” by evaluating whether pages offer easy navigation to relevant content.
Ads leading to hard-to-navigate pages are now less likely to appear in search results.
Why we care. This update encourages advertisers to prioritize user-friendly, easily navigable landing pages. Ads leading to confusing or irrelevant destinations are less likely to appear in search results, which could impact traffic for businesses with poorly optimized pages. By investing in creating seamless navigation experiences, you will likely see better engagement and long-term value from your search campaigns.
How it works. Previously, Google’s systems primarily assessed the relevance of landing page content. The updated approach puts greater emphasis on the overall user experience, including navigational clarity.