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!
Google will want to make sure that you're offering real value to your visitors. Why would someone be interested in your website over everyone else? What kind of unique value do you bring that they can't get anywhere else. A good way to show this is to offer reviews of various products and give insights as to why one is a good buy over another. If you can show relevant products as well as features and benefits these are additional ways to show value to your readers.
The Internet is full of scam artists selling the next big thing to make you rich and Google wants to make sure that you're not one of them. Some of the elements that they look for are if a visitor can easily find out more about your business. For instance, do you have an about us page? Is there a way to contact you if they have questions? Make sure these pages are easily visible to avoid any penalties.
This should be a no-brainer but you also want to make sure that there is no malware on your website that will cause problems with your visitors' computers. It should also be very clear to users what they are getting in return for taking the next step with you. Are they buying a specific product or service? Are they getting free information in return for leaving their contact details? Spell it out as clearly as you can again to avoid any potential penalties.
Finally, you should also be really clear as to how you're going to be using their personal information. For example, are they going to be on your email newsletter list? Do you plan or selling the list to third parties or keeping it just for yourself.
This is the last component that Google looks at. What's important her is that the user can easily access more resources and information if they have a question that needs to be answered. Also, is it easy for a visitor to go from one page to another and reach your pages quickly or do they have to take 10 steps before they can find your contact us page?
Good luck! By taking these important steps you can improve your landing page quality score and improve your AdWords performance!