Adwords and Search Engine Optimisation

Recently Google has announced it's plan to penalise advertisers who send users to low relevant sites. This has been a long time coming since there has been a growing problem of Adword and Adsense spam where Adwords with low cost per click were getting sent to spam pages full of Adsense ads with high cost per click ads.

What does this mean for the ethical advertiser? On page optimisation that is normally reserved for natural rankings will become even more important for landing pages.