skill-069-landing-page-experience-assessment

Skill 069: Landing Page Experience Assessment

Purpose

Evaluate landing pages for relevance, speed, and mobile-friendliness. Landing Page Experience is a key Quality Score component that affects ad costs and positions. Poor landing pages waste ad spend on traffic that bounces.

Data Requirements

Data Source: Standard

Standard Data:

• data/account/campaigns/*/*/keywords.md - Keyword QS components including Landing Page Experience
• data/account/campaigns/*/*/ads.md - Final URLs for landing pages
• data/performance/campaigns/*/*/keywords_metrics_30_days.md - Performance data

Reference GAQL:

SELECT
  campaign.name,
  ad_group.name,
  ad_group_criterion.keyword.text,
  ad_group_criterion.quality_info.quality_score,
  ad_group_criterion.quality_info.post_click_quality_score,
  metrics.impressions,
  metrics.cost_micros
FROM keyword_view
WHERE ad_group_criterion.status = 'ENABLED'
  AND campaign.status = 'ENABLED'
  AND metrics.impressions > 50
  AND segments.date DURING LAST_30_DAYS

Use /google-ads:get-custom if you need URL-level aggregation.

Analysis Steps

1. Identify Below Average LP Experience: Filter keywords with post_click_quality_score = BELOW_AVERAGE.
2. Catalog landing pages: List unique final URLs and count keywords pointing to each.
3. Group by landing page: Calculate spend per landing page with LP issues.
4. Prioritize fixes: Focus on high-spend landing pages with Below Average ratings.

Thresholds

Condition	Severity
Landing Page Below Average + Cost > $500/30d	Critical
>50% of keywords have Below Average LP	Critical
Single landing page affecting multiple keywords	Critical
Landing Page Below Average	Warning
Page load time > 5 seconds (if testable)	Warning
Mobile unfriendly (if testable)	Warning

Output

Short (default):

## Landing Page Experience Audit

**Account:** [Name] | **Keywords Analyzed:** [X] | **Below Average LP:** [Y]

### Critical ([Count])
- **[Landing Page URL]**: [X] keywords, $[Cost] -> Test with PageSpeed Insights

### Warnings ([Count])
- **[URL]**: [Issue] -> [Fix]

### Recommendations
1. [Priority action]
2. [Secondary action]