Pay per click advertisers keen to drive down campaign costs will be interested to know that Google quality score calculations will now take into account the average loading time of the landing page. Read More

Slow loading pages, multiple redirects and slow servers will all be penalised under the new system which is being introduced in order to improve on the user experience. Google guidelines suggest that users forced to wait for heavy pages to load or sent from one page to another before being able to access the information they seek can all hurt conversion rates. User feedback shows that after clicking on a pay per click ad, the search user expects the page to appear promptly and provide quick and useful information.

By taking these factors into account on the all-important quality score rating, PPC advertisers who carefully choose their destination page will now be rewarded for offering a hassle-free e-commerce experience.

Slow loading pages are also often blamed for high bounce rates as the internet users gets fed up of waiting for the page to load and sets off to seek more convenient information.

The change to the Quality Score considerations are slated to take off in the next two weeks with advertisers given a further four weeks to then make any necessary changes to their sites before a lower score is assigned to the campaign.

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