One thing that hurts a lot of marketers is bidding on hundreds of keywords and pointing them all to the same landing page. I can’t see for any case how all those keywords and hundreds of ads can all be relevant to 1 landing page. This is something that is so basic and simple that you should always do to increase relevancy and your quality score. If you’re bidding on the keyword “online shoes”, at the very least you should have the keywords in the following on your landing page

* Title tags
* Meta tags
* H1 & H2
* Alt tags
* In the content itself

Whatever you do, don’t make your page appear spammy, naturally occurring keywords and sentences hold much more weight than just inserting your keyword here and there. Also, it helps to have related words peppered throughout your content as well. This will give the spiders the OK that your page is about what you say it is.