As if staying on top of your Adwords quality score wasn’t tricky enough with all the recent updates (AKA Google Slaps), Google now plans to factor in site load times into their calculation of advertisers’ Adwords quality scores. Despite the added complications and work this will cause, Google is actually doing everyone a favor in the long run. This proposed change will not only force advertisers to maintain stricter quality controls on their websites and landing pages, but will result in a better user experience which means increased conversions and revenues for advertisers – not to mention better pay per click performance.
So how do I know if my site loads too slowly and what can I do about it?
Google plans to begin measuring site load times within the next few weeks after which you’ll have a month to make improvements before your quality score is recalculated.
Search Engine Roundtable provides a good overview of this change and shares some insights on how Google will calculate a load time grade score (which will be visible from within your campaigns according to our sources at Google). It would be interesting to know however, how Google will factor in temporary site down times into the equation. We’ll keep you posted on our experiences and insights when this new update comes into full effect.
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