Overview of landing page quality

I. Definition

Landing page quality is one of several factors that determine a keyword's Quality Score. The quality of a landing page is influenced by the usefulness and relevance of information provided on the page, ease of navigation, load time, how many links are on the page, and more.

II. Why improve landing page quality?

First, improving landing page quality can help you gain the trust of your customers and, therefore, keep them coming back to your site. You'll also make it easier for visitors to make a purchase, sign up for a newsletter, or perform any other desired action. And finally, you can increase your overall Quality Score and lower your cost-per-clicks (CPCs).

For help creating a high quality landing page, see our Landing Page and Site Quality Guidelines.

III. How landing page quality is determined

Each of your keywords will receive a landing page quality grade that can be viewed by using keyword diagnosis. The grade is based on the average quality of the landing pages in the ad group and of any landing pages in the rest of the account with the same domain. If multiple ad groups have landing pages with the same domain, therefore, the keywords in all these ad groups will have identical landing page quality grades.

If keyword diagnosis shows that your landing page quality is graded "No problems," your Quality Score will not be affected. If your landing page quality is graded "Poor," your Quality Score will be negatively affected.

Note: When determining landing page quality grade, the AdWords system follows destination URLs at both the ad and keyword level and evaluates the final landing page.

See a list of frequently asked questions about landing page quality.