Here is what Google is looking for on your AdWords destination pages (Google Site guidelines)

1. "Provide relevant and substantial content. If users don't quickly see what they clicked on your ad to find, they'll leave your site frustrated and may never return to your site or click on ads in the future."

2. Distinguish sponsored links from the rest of your site content - Blending outgoing links in with the rest of your page content generates clicks, but Google would like those ads clearly marked as sponsors.

3. Provide information on your AdWords landing page without requiring users to register, or provide a preview of what users will get by registering with your site.  This means that if your Google advertisement lands the user on a registration page, you may be going against Google's guidelines.

4. "In general, build pages that provide substantial and useful information to the end-user. If your ad does link to a page consisting of mostly ads or general search results (such as a directory or catalog page), provide additional information beyond what the user may have seen in your ad or on the page prior to clicking on your ad."   Google has never liked pages that are mostly made of ads.

5. "You should have unique content (should not be similar or nearly identical in appearance to another site). For more information, see our affiliate guidelines."  Google puts great importance on offering your customers a unique experience when they visit your site. That is understandable because they want to provide their customers with the most useful array of information possible related to their search terms.
Please keep in mind that even if you follow these guidelines, it may still be a while before Google's "bot" can spider your page again and lower your minimum bid. You can also ask Google for a "manual review" of your site once you are sure you are in ordinance with their guidelines by calling 866-246-6453

 

Tips for improving the quality score of your landing pages:
1. Consider removing all AdSense ads from your AdWords landing pages.
2. Create or find more original content for your site.
3. Keep in mind that every landing page should have a minimum of 500 words.
4. *For CPC destination pages only! - shoot for 2-5% keyword density on your landing pages (the number of times a keyword is used on a web page divided by the total number of words on the page).
5. Use keyword(s) in your landing page's file name. - For instance if you are bidding on the keyword "Dallas Hotels", name the landing page file: dallas_hotels.htm.
6. Be sure that your landing page's title tag matches the keywords you are targeting.
7. Make use of header tags (h1, h2, h3) and add the keywords you are bidding on to those headers, for some reason Google puts a lot of weight in these.
8. When creating your ads, don't use any words that are not on your landing page.
9. Use phrase, exact matching, and negative keywords in your ads.