Site owners and webmasters often experience that their ads suddenly quit displaying for all ad groups as well as keywords even though they had little problem up until that point deriving clicks to meet their budget.  They believe that nothing actually has changed as far the landing pages are concerned, but for addition of new content posted. So why do they experience trouble?

Poor page quality and its consequences

Sometimes keyword relevance and the landing page load-time both are fine. However, Google Adwords mentions that the page quality is poor. The pages, you believe, are reasonable and original, and thus are not sure what exactly the problem is since your key terms are quite relevant to the domain specific subject matter. 

Under such circumstances, you should ideally seek help of experts who would carefully consider your landing pages and do a thorough inspection of your site, something which cannot easily be done in-house.  Based on the research and their findings, they will make certain valid suggestions in order to improve your score and to ensure that your ads are up and running again!

In some cases the main reason for your keywords suffering from a poor landing page quality count is the perceived violation of the landing page and website quality guidelines laid out by Google Adwords for arbitrage. Subsequently (if not followed) your ads and landing pages get disabled. You will be required to work on your specific site parameters and ensure it complies with the Google arbitrage policies in order to restore quality score of your landing page.

High ad quality and landing page quality are important

The search engine’s position is clear when it comes to this particular aspect. It emphasizes on both ad quality as well as high landing page quality. The two areas are vital to provide a satisfying reading experience to users as well as meet their needs. This the reason why Google AdWords won’t permit ads that direct to landing pages solely created to display additional ads (a practice called ‘arbitrage’). Also, it has extended the scope of arbitrage to add sites primarily occupied by display ads.
 
The ratio of ads to unique, non-ad subject matter is calculated to decide if a landing page happens to violate the policy terms. The same is measure by looking at unique, non-ad content above the fold (sans scrolling) on a display of least 1024 x 768 pixels (done so with maximized browser window). Your landing page won’t be considered arbitrage if it can meet some of the conditions that have been spelt out by the Google AdWords arbitrage policy.

Keeping them in mind, you need to fix your website to make it compliant with Google AdWords arbitrage policy, which we shall check in detail in our next post.