Why Optimizing Landing Pages Is a Must! Advertisers need to be aware of recent changes in the Google AdWords program which can affect their quality scores.	Visited: 1954 5.0/5.0 (3 votes total) Rate: Select 1 - Terrible 2 - Poor 3 - Average 4 - Good 5 - Outstanding
by Mark Barrera June 15, 2006

If you are a current Google Adwords advertiser or are thinking about joining the Adwords program, take notice of recent changes by Google.

Recently Google displayed a notice in all Adwords accounts notifying advertisers of a change in the terms of service and a change in the way an ad's quality score is determined.

In the new Adwords terms of service it states that the price an advertiser now pays is partially determined by the relevance of the landing page. Google will now be sending spiders to crawl the landing pages and check for the presence of keyword material that is relevant to the term that the searcher intially used.

What does this mean?

This means that you can most likely no longer simply pick a page in your site to send traffic to any more. The better targeted your landing page is, the less you will pay for each click. This can mean big savings for large ppc campaigns. Web site owners must now put up the initial investment needed for the creation of optimized landing pages in order to achieve long term savings.