Here is an important thing to keep in mind for your Google Adwords campaign, the landing pages for Ads can greatly affect the keywords' quality scores for your campaign. The quality of the landing page is one of several factors that determine a keyword's Quality Score. It's influenced by the usefulness and relevance of information provided on the page, ease of navigation, load time, how many links are on the page, and more. I found this out after a client's website experienced some downtime. The website issues were resolved but the Quality Scores for the keywords in their Google Adwords campaign had plummeted. Google would no longer display the Ads due to the poor quality score. I wrote Google for an explanation. I found it interesting that even page load time could affect the keyword quality score. When you audit your landing pages keep in mind the effect these pages have on your Google Adwords keywords' Quality Scores.