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- Landing pages also impact the Quality Score, and in turn lower the CPC (cost per click).
- PPC campaigns often have thousands of keywords, which can result in many landing pages being built. For
this, dynamic landing pages are helpful.
EXERCISE
- Search for some keywords specific to a major brand you know. Click on the ad and evaluate the landing
page. Do the same with another brand. What comparisons can you make? What did the two brands do
differently with their landing pages? What did they do the same?