This past summer, Google announced plans to introduce a new feature to the AdWords algorithm called Quality Score. Quality score was a new factor that examined things like ad text and clickthru rate to determine what advertisers needed to bid for certain keyword phrases. Last week, the AdWords blog announced that Google will begin looking at landing pages as part of their basis for Quality Score.

From the AdWords blog:

Incorporating landing page assessment into the Quality Score will help us improve the overall advertising experience for users, advertisers and partners by increasing the quality of the sites we present in our ad results.

Advertisers who are providing robust and relevant content will see little change. However, for those who are providing a less positive user experience, the Quality Score may decrease and in turn increase the minimum bid required for the keyword to run.

If you're not already using custom landing pages for your pay-per-click campaigns, you need to take a few moments to read about The Simple Pay Per Click Change That Could Earn You More.