Improve your landing pages or Google (GOOG) doesn't want your business. This is what they said last month:
"As you may recall, we began incorporating advertiser landing page quality into the Quality Score back in December 2005. Following that change, advertisers who are not providing useful landing pages to our users will have lower Quality Scores that in turn result in higher minimum bid requirements for their keywords. We realize that some minimum bids may be too high to be cost-effective -- indeed, these high minimum bids are our way of motivating advertisers to either improve their landing pages or to simply stop using AdWords for those pages, while still giving some control over which keywords to advertise on. Although it is counter-intuitive to some who hear it, we'd rather show one less ad than to show an ad which leads to a poor user experience -- since long-term user trust in AdWords is of overarching importance."
Google's strategy is to charge for keywords so high that marketers will either change or stop using AdWords.
What is it they want you to do?
Google is saying that only a minority of advertisers are creating an experience that the user doesn't appreciate. Those that Google considers a poor experience are the ones they're targeting for higher prices.
What is the main criterion Google is looking for? Web sites with quality, relevant content that relate to the keywords clicked on.
So if there isn't an immediate connection to the ad clicked on and the content on your page, this would result in a low-quality score.
Next post: What you can do to fight it.
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