If you're an AdWords advertiser then you've hopefully realized by now the importance of optimizing your AdWords landing pages. These are the pages that visitors will click through to which then encourages them to take the next step and get involved with your company.
You can greatly increase the quality of your landing page if you optimize your page in accordance with Google's guidelines. Here are some of the pain points that they focus on:
Relevance and Original Content
You want to make sure that the purpose of the site is clearly defined. It should be very clear to users what your site is about and what action you want them to take next. You also want to ensure that the content you're using is original and unique to your site alone. Don't copy and paste words from other websites!