The quality of the page that the user lands after clicking an AdSense ad has been of great concern to genuine publishers for providing a better user experience to visitors.

Google has taken a step ahead in this direction by incorporating the quality of an ad's landing page into the determination of what ads appear on a publisher's site.

Google's AdsBot crawls the advertiser's landing page to determine the Quality Score for the page. Quality Score is the basis for measuring the quality and relevance of the ads and determining the minimum CPC bid for Google and the search network. However, since there is no minimum bid requirement for contextually-targeted ads, landing pages with a low Quality Score will need to bid higher to compete in the auction.

With the incorporation of landing page quality in the Quality Score evaluation process, it is a win-win situation for Google, advertiser, publisher and the vistior/customer.

Google has published a set of Guidelines to help advertisers achieve a better Quality Score.