In addition to their analysis of factors such as your ad text and clickthrough rate (CTR), Google has incorporated the landing page Quality Score. This score involves evaluating the content and layout of the pages linked from your ads.
Incorporating landing page assessment into the Quality Score will help us improve the overall advertising experience for users, advertisers and partners by increasing the quality of the sites we present in our ad results.
Assuming landing pages meet their landing page standards, it should make no difference.
Advertisers who are providing robust and relevant content will see little change. However, for those who are providing a less positive user experience, the Quality Score may decrease and in turn increase the minimum bid required for the keyword to run. To help define site quality, we’ve created a general set of website design tips and guidelines that should help you evaluate and optimize your site.