By now, most search marketers know that Google is on a mission to make the Web faster. SEO professionals feel the pressure because page speed is a factor in Google’s ranking algorithm. Compounding that is the recommendation by Google to have a mobile optimized site that renders above-the-fold content in one second or less.
If you’re a PPC professional, you may be thinking that whole page speed thing doesn’t apply to your ad performance, right? Wrong.
As Web marketers, all aspects of the user experience must be considered, no matter what channel is driving a visitor to the website – be it SEO or PPC. And since Google is in charge of the AdWords product just as much as its organic search product, page load time matters just the same – and Google will tell you it can impact the performance of your ads, too.
Page Load Time & AdWords Performance
It’s as plain as the nose on our faces: right here in the AdWords help files, we see landing page “experience” does affect your ad’s ability to compete:
We use a combination of automated systems and human evaluation to determine landing page experience on your site. Your ads may show less often (or not at all) if they point to websites that offer a poor user experience.
Google explains in those help files that a good landing page experience contains any of the following:
- Providing relevant, useful, and original content,
- Promoting transparency and fostering trustworthiness on your site (for example, by explaining your products or services before asking visitors to fill out forms sharing their own information),
- Making it easy for customers to navigate your site (including on mobile sites), and
- Encouraging customers to spend time on your site (for example, by making sure your page loads quickly so people who click …read more