The link between landing page load speed and quality score on PPC

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July 16th, 2008 by

News that Google have added another factor into the way they work out their quality score is sure to provide new challenges to those of us within the Pay Per Click industry.
Google announced in March that they would now be assessing the time taken for a user to arrive at the landing page or destination URL after clicking a PPC Advert and using this data to determine the quality score of your keywords or maybe more importantly the cost you pay for each click (CPC).
It makes sense that this is now built into the quality score as it does have an impact on the experience of the user clicking on an ad. Waiting for a number of seconds while a page loads may even put the user off using the site to conduct the business they have clicked through to do.
You can assess the quality of your landing page using the Keyword Analysis tool under the keywords tab. A poor landing time is sure to result in a poor quality score so improvements will need to be made or you are going to be paying more for your PPC than you need to.
A professional PPC agency such as Click Consult can help you to assess and improve the speed of your landing page load so that you pay as little as possible while still achieving great results. Once your landing page speed has been addressed you can expect to see your quality score to improve and subsequently CPC’s (and conversion costs) start to drop.

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