Google Adwords is a Pay per Click program that allows people to create adverts to link to their website or advertise a contact number. Most PPC adverts when clicked, take the visitor through to a specific page within their website. This can just be the home page but also any other page on the site.
Each keyword within Adwords is given a quality score. This quality score is based on the average click through rate for that ad, the landing page experience and ad relevancy. The higher the quality score the less you will have to pay to be within the top positions.
The landing page experience is something that some companies forget to review. It can be relatively easy to improve this just be reviewing the page that keyword links through to. Firstly check that that is the most relevant page for it to link too, if not change it, if it is then you will need to do some work on that page to improve it. Make sure that you have the Adwords keyword that you are trying to improve, mentioned within the page a number of times.