We focus on how and when ads appear in Search, aiming to show you the most helpful and relevant ads. To achieve this, we consider various signals when determining which ads you see. Today, we’re sharing an example of how we refined our ads quality systems to better understand people’s intent and expectations as we continue to create more helpful ads experiences on Search.

Have you ever clicked on a link and found yourself not quite where you expected, with no easy way to find what you need? It can be frustrating to click on a Search ad and land on a page that doesn’t match what you were looking for and is hard to use. This means landing pages must be both relevant and easy to navigate — otherwise, people spend more time than they want to bouncing between search results and landing pages.

For instance, if you click on an ad looking for a login page, but land on a promotion instead, a good experience depends on how quickly you can find the login page from there. If it’s not easily accessible, you’ll probably return to Google Search to try again, and that’s not time well spent.