If you were to scroll down beyond

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But even if not, two out of three ain’t bad. Transparency doesn’t really apply here, because the page isn’t asking me to submit any personal information. In terms of trustworthiness, I’d wager that being one of the largest sporting goods retailers in North America probably meets Google’s expectations. Ease of navigation is questionable in this example. Sure, you’ve got clearly marked product category navigational links on the left, but other than that, it’s a little confusing.



For Google’s purposes, these navigational links also serve as keywords, which is primarily how IT Numbers Google evaluates the relevance of landing pages.  the visible part of the page in the screenshot, you’d also find these product category images, which definitely hit the mark in terms of user experience and ease of navigation: Landing page relevance Bass Pro landing page navigational links So, all in all, this page meets virtually all of Google’s criteria for a good landing page experience. The ad itself also hits the mark, with social and customer review extensions, and an offer in the ad text.





The ad doesn’t include my search query, but overall, it’s a pretty good example of a decent ad and a decent landing page to accompany it. I won’t speculate about what the Quality Score of this particular ad is (though I’d hazard a guess of 7/10 if you pushed me), but this example demonstrates the principles of landing page relevance pretty well. Is Landing Page Relevance Determined by Pass/Fail Logic? Now that we know a little more about the role that landing page relevance plays in Google’s evaluation, we need to look closely at Google’s language in its documentation on this process.