In September of 2008, AdWords changed the Quality Score calculation to include the Landing Page Quality. That means AdWords now considers the relevance of the Landing Page to the keyword when determining Quality Score of your ad. Fortunately, it's easy to build a better Landing Page. Just follow these steps to improve your Quality Score.

1) Consider your Domain Name

The domain name of your website is important. You want the domain name to be the keyword or to be in the general market for the keyword. You can't have a domain name for every single keyword, but try to get your main keywords in the domain name. If you main keywords are in your domain, odds are your other keywords are related to it.

Google AdWords considers the domain when assigning the quality score. Use hyphens in your domain name to separate individual words. This will assist Google in evaluating your domain name. For example, a good domain name for a website about AdWords Marketing would be AdWords-marketing-tool.com. The domain name contains the keywords AdWords and marketing and they are hyphenated to make them readily apparent.

There is some debate to using hyphens in your domain name. On one hand the hyphens make it easy for AdWords and Search Engines to distinguish the individual keywords. On the other hand, human visitors tend to forget the hyphens and manually type Urls without them. The solution is simple. You should purchase both domains, with and without hyphens. You should use the hyphenated domain in all your marketing materials. But, you also have the domain without hyphens should a visitor type your domain without them.

Domain names are only a few dollars for an entire year. There is no reason why you could not have both domains. In addition, you should have unique domains for every market you are selling to. Domain registration fees are very small when compared to your overall advertising budget.

2) The file name of the Landing Page

You can name your Landing Page file anything you want. Why not make it the keywords the page is tailored for? For example, if the keyword is "AdWords marketing", name your landing page file AdWords-marketing.php. This accomplishes two things.

First, AdWords will recognize the keywords in the destination URL. It's another opportunity to get you keyword in the AdWords ad. Every time you do, AdWords will boost the Quality Score.

Second, human visitors will also recognize keywords in the landing page URL. It will help convince them that your landing is the page they are a looking for.

3) The title of the page should be the keyword

Each page has a title. You can make your landing page title be the keyword.

4) Use the keyword in the meta tags

Put meta tags on your landing page. Make sure the keyword meta tags contains your keyword. Plus, make sure the description tag also contains the keyword.

5) Add a heading tag with the keyword.

Google recognizes the heading "h1" tags on your landing page. Put these tags on your landing page, wrapped around your keyword.

6) Use the keyword in the content

Place the keyword in the content of the page. You don't want to over do it, but where applicable use your keywords in the content.

The following is an example of an HTML page targeted to the keywords "AdWords Marketing".