The following paragraph is directly from Google:

Landing page experience refers to how good we think someone's experience will be when they get to your landing page (the webpage they end up on after clicking your ad). You can improve your landing page experience by:

Providing relevant, useful, and original content

Promoting transparency and fostering trustworthiness on your site (for example, by explaining your products or services before asking visitors to fill out forms sharing their own information)

Making it easy for customers to navigate your site (including on mobile sites), and

Encouraging customers to spend time on your site (for example, by making sure your page loads quickly so people who click your ad don’t give up and leave your site prematurely).

Your landing page experience affects not only your Quality Score, but also your Ad Rank and advertising costs. Higher quality score will lower overall costs and improve Ad Rank.

--- end of Google paragraph.

Below you will find a few techniques that can help improve your landing page experience. Better landing page experiences can lead to a higher quality score that lowers advertising costs and achieves higher Ad Rank.

Landing page experience is related to the keywords used in PPC/Google Grant advertising. For the examples below we will use the keyword ‘Gourmet Coffee’ for our lovely made up client, The Gourmet Coffee Shop.

A domain name is your website, as for example: www.thegourmetcoffeeshop.com

We asked our friends at The Gourmet Coffee Shop, to create a landing page about ‘Gourmet Coffee for Sale’ and because they are wonderful, amazing clients they finished the landing page relatively quickly. But there was a problem! When they created the landing page the wording after the forward slash (/) was incorrect.

This is what it looked like: www.thegourmetcoffeeshop.com/gourmetcofeeforsale

As you can tell there are two errors after the forward slash (/). One, there is a typo on the word coffee and two, the words should be separated by a dash (-). Their text after the forward slash should have looked like this:
www.thegourmetcoffeeshop.com/gourmet-coffee-for-sale

The typo will stop the keyword ‘Gourmet Coffee’ from matching to your landing page and without the dash search engines will assume that ‘gourmet coffee for sale’ is only one word.

A meta tag is a special code that displays how your landing page looks to search engines (Google, Bing, etc.), as opposed to how it is visually displayed to users (human beings). Meta tags are composed of a meta title and description. The title should not be longer than 67 characters and the description should not be longer than 155 characters.

So lets say you search ‘Gourmet Coffee for Sale’ on Google (example below). The blue text is the meta title and the gray text underneath the title is the meta description. Make sure both match the keyword being used.

Every webpage has a title that displays exactly what the landing page is all about. This main title is called an H1 tag. Your subtitles are considered H2, H3 tags and so forth – make sure your tags are matching your keyword. We also want to add the keyword to the landing page description around 5-7 times, but doing so naturally – do not over stuff keywords.

As the example shown below the H1 tag is ‘The Gourmet Coffee Shop – Gourmet Coffee for Sale’.

The description has the keyword ‘Gourmet Coffee’ a total of 3 times and a total of 6 times around the entire webpage

The H2 tag also contains the keyword and reads ‘Gourmet coffee, 30% off by the pound’.

This does not mean to literally ad the word ‘Gourmet Coffee’ on to the image, but instead add the keyword as the ‘alt’ tag. Search engines like Yahoo, Bing, and Google can not technically see your image, so they read your image based on the ’alt’ tag that it’s provided. Which is why when you leave your mouse cursor over an image a small pop up appears with the description of the image – that is the ‘alt’ tag.

Here is how an ‘alt’ tag looks in HTML coding: <img src=”gourmet-coffee.jpg” alt=”gourmet coffee for sale”>

And here is how it looks like when you hover over an image:

Search engines like Yahoo, Bing, and Google factor in the speed of your page. The reason being is they don’t want a user to click on your ad and wait 3 minutes for your landing page to load – this leads users to click away and receive a poor experience on your website. Here are two simple ways to speed up your landing page:

1 - Use compact image sizes and limit the overall amount of images being used.

2 - Limit the amount of coding. We understand that coding is important, but make it as clean as possible and do not add widgets or pop ups to your landing page – this is by far the worst.

This is by far the most important question when it comes down to PPC/Google Grant management an the answer is that you’ll need a landing page for every keyword you’re trying to advertise. As for example, if we chose the keywords gourmet coffee for sale, gourmet coffee maker, and gourmet coffee beans then you should create three landing pages for each keyword. If we added French gourmet coffee beans as the fourth keyword you should create a new landing page for that new keyword. The word ‘French’ is highly specific to what a user is searching and it should have its own landing page.

Having duplicate content with different keywords can hurt your website and it doesn’t look good to search engines. To fix this problem do not index the page. Read our how to tell Google to not index a page if you need help.

Landing page experience consultation is included in all of our PPC management and Google Grant management packages. We’ll work with you on a monthly basis to help improve your landing page experience to receive higher Ad Rank and lower your overall advertising costs.