It was generally believed that website speed would affect only search engine optimization efforts (SEO). Because web page loading time or speed is one of the important factor in Google search rank. One need not worry about speed of web pages for Google Ads, they are different. They would not be affected. However, this is not true. Website speed impacts these ads.
Logically speaking, both the organic and paid campaigns are running on the same search engine Google. So it is foolish to think that if one is affected, other would not be. If we carefully look at, once the user clicks on the ad, he is taken to a landing page. God forbid, if the landing page is slow, user is going to just ignore it. Hence, web page speed is very important even for Google ads or paid marketing.
Here is what Google says
Landing page experience is Google Ads’ measure of how well your website gives people what they’re looking for when they click your ad. Your landing page is the URL people arrive at after they click your ad, and Google Ads analyzes it through a combination of automated systems and human evaluation. The experience you offer affects your Ad Rank and therefore your CPC and position in the ad auction. Your ads may show less often (or not at all) if they point to websites that offer a poor user experience.
Quality Score = Relevance + Landing page User experience
All digital marketers are aware about what is quality score. Most importantly, the landing page experience. It is a major contributor to the quality score. This number decides how much you will shell out from your client’s pocket per click in order to show the ad.
Google wants to make sure that the visitor is brought to the website where he/she will get what he/she is looking for. Now see, if your website fails to load quickly and convey relevant information, either of the two would happen. You will pay higher for the ad display or your ad will show less often. In worst possible case, it may not display at all. And both of these are not acceptable to a good digital marketer, right?
How to improve quality score?: website speed one import factor
Based on Google documentation, following are some of the things one can do to improve user’s landing page experience and hence quality score.
- Provide original, useful and relevant content to the keyword
- To improve trustworthiness for customers, first, explain your offerings before asking the customers about their information. Provide social proofs, testimonials.
- Make navigation simple and ease. Consider that web page is going to used viewed more from mobile than desktop.
- Make your website faster so that web page loads quickly when a prospect clicks your ad and lands on the page. If the customer stays for more time on your site, there are high chances that he would get converted as buyer.
What MagicworksHost can do about website speed?
In summary, web page loading speed is very important not only organic search or SEO but for Google ads too. One of the factors in improving the web page speed is choice of web hosting.
Please get in touch with MagicworksHost to make your website superfast. We have already done this for many of our clients.