Time equals money
Posted by Manuela Barreto @ March 25th, 2008 in Google Applications
Everyone likes efficiency, right? Google does too, this is why as part of their efforts to perfect user experience, they have recently implemented a new factor into Quality Score: landing page load time.
Why is the landing page load time so important? On one hand, it is prominent users are taken to the page of interest as quickly as possible. The better quality the landing page, the faster it will load. On the other hand, since nobody likes waiting too long for anything, before you know it, users will abandon their search the minute they realize the loading process is just neverending. This is not a good sign.
Users should be able to perform the ‘click’ and in seconds, land on the destination URL. We at 77 know for a fact that the longer it takes for a landing page to load, the worst your conversion rate becomes. And this is why we applaud efforts such as these where Google looks out for its client’s campaign performance by offering such a useful instrument. It is our job at 77 to bring to our client’s attention that a slow load of a landing page will result in low Quality Scores, and in turn, generate higher minimum bids, whereas a quick landing page load can only positively affect your Quality Score, thus generating low minimum bids.
To learn more about the various tips into improving your page’s load time and general information about this new application, please visit the AdWords Help Center.
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Great info - keep up the great work.