In the web world Google still on top being the ultimate search engine in terms of relevancy and quality. If you fail to keep up with them, you are going to be in the dust with ineffective campaigns and large minimum bid prices. Below are the quality guidelines for your website so that you be in the race.

• Always link to the pages that provide useful and accurate information about the product or service in your ad.
• Landing page should be relevant to the keyword used.
• Sponsored links should be easily distinguished from the content of the website.
• If possible you should provide information to users without getting them to register. Alternatively, provide the preview of what they will get after registering.
• Create pages that provide substantial and useful information to the end-user. If an ad on your website that link to the page consisting of mostly ads such as a directory or catalog page, try to provide additional information beyond what the user may have seen in your ad or on the page prior to clicking on your ad.
• Provide unique content and it should not be similar or nearly identical in appearance to another site. User experience with your site should be logical and helpful.

Google is very strict with above things. Your site should meet above requirements, or it fails to perform in search engine.

Quick Tip: You need to do some tweaking with your website to improve it, but at the end its Google who will send the traffic to your website so don’t forget to provide quality content too.