When Google adjusted their AdWords Quality Score to look at landing pages as well as ad text, many advertisers found themselves dealing with increasing keyword prices and decreasing rankings. While I'm not always one to trust the people that want you to spend more money to tell you how to spend less, there's no doubting the value in some advice offered up by Google on this very issue.
The AdWords Help Center offers up quite a bit of insight and advice, including a new section on landing page quality. Ever wonder how often Google revisits your landing pages to recalculate your quality score? What Google considers to be the essential qualities of a good landing page? Maybe you're trying to figure out why your brand new landing page doesn't seem to have affected your CPC. Google has input on all of these topics (and quite a bit more) available for the reading.
Oh, and don't forget...if you make adjustments to your landing page to adjust your CPC and you notice your conversion rate increasing...take those changes and see how you can move them into other areas of your site. After all, improving your landing shouldn't simply be about paying less money for your keywords, it should also be about selling more products.
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