Landing Page Loading Time Vs Quality Score
Google has announced that they have now put one more factor into consideration when measuring quality score. In about 1 or 2 months, the loading time of the landing page would affect quality score.
Google is doing this because they want to ensure the user experience would always been ensured. Moreover, users are more likely to leave your site if the landing page takes ages to load.
For people who don’t know, quality score is employed on Adwords and the higher the quality score, the more in favour of your bidding keyword. It is possible to have a keyword with a low CPC and high QS to rank higher than a keyword with high CPC and low QS.
You can read more about this here.
For the next month, I would suggest doing the following:
1. Review your keywords in the Adwords account
2. Review your landing pages to ensure they load fast. Optimized pages are usually in more favour. Try to use CSS/DIV instead of tables to lay your page.
3. Review your keywords again
This entry was posted on Tuesday, May 6th, 2008 at 9:09 am and is filed under Search Engine Advertising. You can follow any responses to this entry through the RSS 2.0 feed. Responses are currently closed, but you can trackback from your own site.
May 6th, 2008 at 2:45 pm
Hi Leo,
Google is making the change if incorporating the landing page loading time into the quality score to try to filter out the ads that effect the user experience.
In most cases this is to try to stop the ads that go through multiple URLs before it gets to displaying the landing page. These redirects can cause an extended delays which Google is trying to stop.
Most AdWords advertisers don’t have much to worry about with this change.
But sure if your site is slow to respond, or the pages take ages to load, this could be an indication that you need to make some performance tweaks to your site.