rank them highly when search engine users seek such content topics. A microsite, however, will most likely not lower PPC cost, because it will most likely not improve Quality Score. There are nine factors that go into Quality Score, one of them is the quality of the landing page (how relevant the content is, transparent it is, and the ease of navigation). This factor does not look at the entire website (which can be a common misconception on Quality Score), only the page chosen to land people on from their search query. Thus, it does not matter if the website covers a broad spectrum of items, or only one, it matters if that one page's content is specific to that person's search. And considering the other eight factors that go into Quality Score, the main website should typically result in better Quality Scores than a microsite. Criticism Microsites have been criticized by security expert Rich Baldry who claimed they cause confusion, waste money, and can damage reputation. When special-purpose domains for campaign microsites appear, it becomes [...] confusing. At best, people might ignore the microsite domain, keeping themselves safe but making the marketing dollars a waste. At worst, the protection and reputation offered by use of known domains is lost and people end up infected the next time they follow an unknown domain. See also Landing page Web presence References Ann Handley Microsite User Experience Design. Entrepreneur Magazine. Posted on 2 January 2012. Unknown Use a Microsite to Build Your Business. Posted on 14 October 2011. Earl & Thompson Sales Lead Generation and Content Generation: Is content still king?. Posted on 21 October 2010. Jenna Yim Microsite User Experience Design, 2010. Melissa Campanelli Marketing with a Microsite. Entrepreneur Magazine. Posted on 16 April 2009. Susan K. Jones Business-to-business Internet marketing: Seven proven strategies for increasing profits through internet direct marketing. Maximum Press, 2008. Pages 117-118. Brian Quinton Microsites are Becoming a Macro Idea . DIRECT Magazine. Posted on 10 October 2007. Agentur Bemerkenswert Landing Page Design (in German) Citations Websites