There has been a lot of chatter recently regarding what kind of relationship your landing page has to your AdWords quality score. Without a doubt your landing page is one of most important (if not the most important) aspects of your PPC campaign. Each landing page is assigned a quality score which crucial to your overall score – however, there are a myriad of factors that contribute to the quality score, and none of them should be disregarded. When managing you PPC campaign you need to make sure that you are focused on your click-through rate, keyword/ad text relevancy as well as your landing page/keyword relevancy.
I agree with Anna over at NoMoreLandingPages who says that a landing page should create a unique human experience, rather than cater to search engine crawler bots. Your landing page needs to engage your audience, clearly describe what action you want them to take, as well as support any promises you made in your PPC advertisement (such as free information, great deals, free shipping, etc.). However, to appease the AdWords quality score overlords, your landing page should contain the majority of your high traffic keywords.
In order to be human and bot friendly you may need to create multiple landing pages. You can use the same shell for your design (navigation), but craft your copy to be keyword group specific. For example, if you have campaigns for sports marketing, event marketing and mobile marketing keywords, you need multiple landing pages for each group because you’re high traffic keywords will vary between campaigns. Utilizing this strategy will help your quality score and conversion rate.
When it comes to lowering your cost-per-click and increasing your ad rank by enhancing your quality score you need to focus on your click-through rate, keyword grouping structure, keyword relevancy within your PPC ad and your landing page. You can work on each element individually but you need to keep your eye your score as whole.
Want a detailed list of how to make your landing page more human than a human? Check out this post!