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Google Ad Words will now Punish Bloated Landing Pages

added by Michael on 7 Mar 2008

If you advertise with Google Ad Words, you'll want to read this story in Information Week.

Later this month, Google (NSDQ: GOOG) plans to begin weighing Web page load time as a factor in assigning search keyword Quality Scores, which influence ad placement on Google and Google Network pages and search keyword bid prices.

This means that ads leading to landing pages that take a long time to load will perform worse than ads linked to svelte pages.

Google said it is making this change to improve the user experience. "Interstitial pages, multiple redirects, excessively slow servers, and other things that can increase load times only keep users from getting what they want: information about your business," a Google AdWords team member named Vivian explained in a blog post Thursday. "Second, users are more likely to abandon landing pages that load slowly, which can hurt your conversion rate."

Excessively large Web pages, or Web pages served by slow servers, will also cost more to advertise. Keywords associated with ads on slow-loading pages will require a higher minimum bid than they would if associated with a page that loads quickly.