We’ve gone over the many factors involved in how Google determines your quality score. One of these is the landing page experience. This does not just mean how well your landing page meets the expectations of your a searcher and how well it continues the chain of relevancy begun by your keyword and PPC ad copy, but also how well your page engages your PPC traffic.
Key metrics that determine how well your landing page is engaging traffic are bounce rate, page views and time spent on page. In one recent study it was shown that bounce rate and time spent on site contributed significantly to changes in quality score.
According to the study bounce rate was the strongest predictor for quality score, “accounting for roughly 2.6 to 3.9 Quality Score points”! A bounce rate greater than ~40% “pretty much guarantees a Quality Score lower than 7”. Interesting to note that as intuitive as it might seem, a low bounce rate does not guarantee a boost in Quality Score – this per Google themselves.
The next highest predictor of quality score was CTR accounting for between 1.6 to 2.4 quality score points followed by time spent on site accounting for 0.2 to 0.5 quality score points.
Page views also appeared to be an influence but the data used in this study was not statistically significant enough to make an estimate.
The study also showed that decreases in bounce rate accompanied by increases in page views and time spent on a page tended to result in increases in revenue. This makes absolute sense as the more time someone spends on your site, the more interested they probably are and the more likely they are to convert.