For those that use Google AdWords for your auto dealer website, this is big news.  After some testing in foreign markets, Google has announced that they are changing the algorithm used to determine the Quality Score of PPC ads to give landing page quality more weight.

According to Jonathan Alferness, director of product management on Google’s ad quality team, Google wants their advertisers to focus on relevance and “choose a landing page…that is both relevant to the keywords that you’re targeting and also a good experience for end users.”

This algorithm change will “result in better quality experience for the users” and those ads with a high quality, relevant landing page will get a “strong boost” upward in the auction.

Now more than ever, your dealership can’t afford to ignore where you’re sending your PPC traffic.  Having a webpage that uses relevant keywords and gives users the content and experience that they are expecting from clicking on your ad will reduce the cost per click your dealership is paying.

Do you know where you’re sending your PPC traffic?