As already mentioned, the landing page is an important part of the Quality Score mix.
The best practice is to have a bespoke, purpose-built landing page for each of your ads but let’s face it, this is time-consuming and expensive.
Simply making sure that ads click through to a page that is clearly representing the specific service or product the ad is advertising.
As a rule of thumb try to remember: the more specific the ad the more specific the page content needs to be.
Aside from this, bounce rate is another important metric. It’s vital to keep your bounce rate low. Make sure your page loads quickly enough and is engaging.