Improving Your Landing Page and Site Quality

If your landing page quality has a poor grade, it's important to improve it for several reasons. First, it can help you gain the trust of your customers and, therefore, keep them coming back to your site. You'll also make it easier for visitors to make a purchase, sign up for a newsletter, or perform any other desired action. And finally, you can increase your overall Quality Score and lower your cost-per-clicks (CPCs).

You can improve your landing page quality by optimizing your website per our guidelines, which emphasize the following three qualities:

I. Relevant and original content

Relevance and originality are two characteristics that define high-quality site content. Here are some pointers on creating content that meets these standards:

Relevance:

•Users should be able to easily find what your ad promises.

•Link to the page on your site that provides the most useful information about the product or service in your ad. For instance, direct users to the page where they can buy the advertised product, rather than to a page with a description of several products.

Originality:

•Feature unique content that can't be found on another site. This guideline is particularly applicable to resellers whose site is identical or highly similar to another reseller's or the parent company's site, and to affiliates that use the following types of pages:

◦Bridge pages: Pages that act as an intermediary, whose sole purpose is to link or redirect traffic to the parent company

◦Mirror pages: Pages that replicate the look and feel of a parent site; your site should not mirror (be similar or nearly identical in appearance to) your parent company's or any other advertiser's site

•Provide substantial information. If your ad does link to a page consisting mostly of ads or general search results (such as a directory or catalog page), provide additional, unique content.

It's especially important to feature original content because AdWords won't show multiple ads directing to identical or similar landing pages at the same time. Learn more about this policy.

II. Transparency

In order to build trust with users, your site should be explicit in three primary areas: the nature of your business; how your site interacts with a visitor's computer; and how you intend to use a visitor's personal information, if you request it. Here are tips on maximizing your site's transparency