Landing Page Optimization and Website Optimizer

Here are the ways to improve your landing page experience and get better performance out of your landing pages down the road.
1) Relevant, useful and original content

• Make sure your landing page is directly relevant to your ad text and keyword.
• Provide useful information on your landing page about whatever you're advertising.
• Try to offer useful features or content that are unique to your site.

2) Transparency and trustworthiness

• Make it easy for visitors to find your contact information. 
• If you request personal information from customers, make it clear why you're asking for it and what you'll do with it.
• Distinguish sponsored links, like ads, from the rest of your site content.
• Openly share information about your business and clearly state what your business does.

3) Ease of navigation

• Don't make people hunt around for the information they might need.
• Make it quick and easy for people to order the product mentioned in your ad.
• Don’t annoy customers with pop-ups or other features that interfere with their navigation on your site.
• Make sure people can easily find information to learn more about the advertised product.

The AdWords system visits and evaluates landing pages on a regular basis. If you've made significant changes to improve your landing page experience, it could lead to higher ad quality (and higher Ad Rank) over time. You might not see an immediate impact, but you may see results within days or weeks.

Your landing page loading time

If it takes too long for your website to load when someone clicks on your ad, they're more likely to give up and leave your website. This unwelcome behavior can signal to Google that your landing page experience is poor, which could negatively impact your Ad Rank. That's why you want to make sure your landing page load time is up to speed.

Here are a few tips to help improve your load time:

• Make sure your landing page loads quickly once someone clicks on your ad, whether on a desktop or mobile device.
• Help customers quickly find what they’re looking for by prioritizing the content that's visible above-the-fold.
• Learn how you or your webmaster can use PageSpeed Insights to measure the performance of your landing page.

Here is a great article I recommend to read: 6 Essential PPC Landing Page Optimizations

Finally, test different landing pages using Content Experiments that Google Analytics offer. 

Here is a good video about it. 

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