For those businesses running pay-per-click advertising campaigns on Google, you’ll want to improve the quality of your landing pages. Ad landing pages will be automatically spidered by a new AdsBot which assesses the quality of an ad campaign by the content of landing pages. This quality score coupled with the bid price and clickthrough rate is used to determine AdRank, the actual position where an ad will appear in the search results.
You may choose to exclude landing page spidering by the new AdsBot but it will hurt your final Quality Score.
We believe that a non-participating advertiser does detract from the user’s search experience, and from the overall quality of the AdWords program. While you can exclude your site from review, this will provide us with little information about your landing page’s quality and relevance. Therefore, if you restrict AdWords from visiting your landing pages, you will experience a drop in Quality Scores for your related keywords.
This is slightly different from the announcement made earlier about the spidering of landing pages for quality score determination. If neither the AdSense MediaPartners Bot or regular Googlebot spider the page or was blocked from spidering by these bots, then AdWords wouldn’t be able to assess the page.