Google are to make changes to their landing page quality scores this week. Pages with high quality scores often enable the webmaster to bid lower for keyword terms, giving them a bid price advantage.
From the Adwords Blog:
“From time-to-time, we improve our algorithms for evaluating landing page quality (often based on feedback from our end-users), and next week we’re launching another such improvement. Thus, over the coming days a small number of advertisers who are providing a low quality user experience on their landing pages will see increases in their minimum bids. It is important to note, however, that the vast majority of advertisers will not be affected at all by this change, as they link to quality landing pages.
The trouble is Google remain vague about their definition of “quality”. There are some general guidelines here, but I think they need to spell it out more.
- Link to the page on your site that provides the most useful and accurate information about the product or service in your ad.
- Ensure that your landing page is relevant to your keywords and your ad text.
- Distinguish sponsored links from the rest of your site content.
- Try to provide information without requiring users to register. Or, provide a preview of what users will get by registering.
- In general, build pages that provide substantial and useful information to the end-user. If your ad does link to a page consisting of mostly ads or general search results (such as a directory or catalog page), provide additional information beyond what the user may have seen in your ad or on the page prior to clicking on your ad.
- You should have unique content (should not be similar or nearly identical in appearance to another site). For more information, see our affiliate guidelines.”