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Google visits your landing pages to evaluate your landing page for relevance and user experience.  This bot will crawl your pages looking for signs of a poor quality landing page.  Poorly scored landing pages will require higher minimum bids. Google uses landing page quality score to insure a good user experience for people using Google to search the web.


Below is a list of common reasons for low landing page quality score – in no particular order.

  1. Slow Load time – here is a tool for checking your website performance
  2. Error - Page not found
  3. Sites under construction
  4. Data entry affiliates
  5. Sites that mislead customers with false promises
  6. Sites that install malware software on a visitor’s computer
  7. Site that contain popups/popunders
  8. Sites that manipulating browser functions such as disabling back buttons or resizing windows
  9. Sites that require software to be installed to be viewed should be aware of Google guidelines
  10. redirect to another site
  11. Arbitrage – sites that contain only advertising
  12. Framing  – multiple pages with different URL’s that are the same as the parent site
  13. Data Collection websites that offer free items or info in order to collect private information  Avoid asking for personal information if it is not absolutely necessary – If necessary present a privacy policy and link it to the form that request personal info.
  14. Affiliate sites that’s purpose is to send traffic to another site with a different domain.  These sites can often be bridge pages or sites that contain non original content.
  15. “Get-rich quick” sites.
  16. Poor comparison shopping sites whose purpose is to send visitors to other websites.

Users should be able to easily find what your ad promises.  If you offer a special make it available with in 1 – 2 clicks of the landing page.


Feature unique content that can’t be found on another site. This guideline is particularly applicable to resellers whose site is identical or highly similar to another reseller’s or the parent company’s site, and to affiliates sites. These pages are often known as: Bridge pages: Pages that act as an intermediary, whose sole purpose is to link or redirect traffic to the parent company. Mirror pages: Pages that replicate the look and feel of a parent site; your site should not mirror (be similar or nearly identical in appearance to) your parent company’s or any other advertiser’s site.


To ensure the best possible user experience, AdWords won’t show multiple ads leading to identical or similar landing pages at the same time. This is true even if the pages have different domains – check your content here It’s especially important to feature original content because AdWords won’t show multiple ads directing to identical or similar landing pages at the same time.


Provide substantial information. If your ad does link to a page consisting mostly of ads or general search results (such as a directory or catalog page), provide additional, unique content.

Site validation issues. – check validation with  Some validation issues can indicate a communication issue with Googles adsbot.

If you were able to identify with anything in the above list work on making changes if you can.  Google will visit your landing pages again within a few weeks.

For further reading:

Sites that merit a low landing page quality score:

Landing Page and Site Quality Guidelines:

AdWords Link Policies: