Landing Page Load Times
In May 2008, Google announced that landing page load times would be another factor that would be incorporated into your Quality Score. Load time is defined as the amount of time it takes for a user to see the landing page after clicking on your ad. Think about it – after you click an ad, will you wait more than 15 seconds for it to load? Customers want to find what they’re looking for, and they want to find it now. Every second counts when it comes to landing page load times, and slow-loading pages are a major contributor to visitors leaving your landing page (bouncing). This will lower your conversion rate, and ultimately, your ROI. This may also result in you having a higher CPC (Cost Per Click) then you would with a page that loaded faster.
While you should aim to get your landing page load time as short as possible, the average landing page load time should never exceed 5 seconds. Every additional fraction of a second can negatively affect your conversion rate. If Google has rated your landing page experience as “below average,” you may want to work on speeding up the load time of your landing page.
Again, faster, optimized landing pages lead to higher visitor engagement, retention and coveted conversions. We use the Google Page Speed Tool to check the loading time of our landing pages. This valuable tool is designed to help you optimize the performance of your website, and insights from this tool will ultimately help you automate the process of identifying performance best practices that you can apply to your website.
Also consider mobile devices that may have slower connections when optimizing for landing page load times.
Landing page load time slow? Give us a call and we’ll help you learn how to speed it up. Next, learn about Advanced AdWords Management.