Landing Page Quality

Writing great ads and targeting them to relevant keywords is essential, but it can all fall apart if the user
arrives at your website, only to find that the page has nothing to do with the search term they entered that
triggered your ad. Users are searching for information, products, or services, so your ads must lead them
directly to the most relevant page on your website. This is called a landing page.
Landing pages should feature original content on your product or service with a straightforward design and
layout. They should readily communicate the features and benefits of your offering.
Page load time is also relevant when determining landing page quality. If a user clicks on your ad, but gives
up halfway through the page load to return to the SERP, you’ve effectively just wasted the money spent on
the click.
Landing pages should never feature pop-up windows; this can lead to your ads being suspended.
Ultimately, the landing page should be ethical, with factual information about your product or service. It
should not mislead visitors in any way. Including contact information and a privacy policy is also a must.