Google has announced that "landing page load time" will "soon" become a factor in "landing page quality scoring."
Okay, so what does that mean to you? Well, if you listen to the blogs & forums since the announcement, it means, of course, the end of civilization as we know it. You’ll need to buy a dedicated server, stream every bit via Akamai, blah, blah… Hold on. Stop panicking. Use your inside voice. Think for a minute…
First of all, if you don’t advertise on the content network (Adsense), this shouldn’t be a big deal, unless it actually creates a minimum bid issue for you. Why do I say this? Well, because Google says so – "landing page quality" is not a factor in ranking search ads.
- Just ask Google.
- Then ask them again.
- And again. This last one, by the way, is a great read for those who don’t understand the many meanings Google applies to the single phrase "quality score."
Is it possible that Google could change their policy, and let landing page load time influence search ad rankings? Sure they could, but to date, they haven’t said so.
Otherwise sane people are insisting that they’ve already been slapped over landing page load times. I’m sure some folks have noticed higher minimum bids this week, but that happens every week. I’m not buying cause & effect with this announcement, because that idea makes no sense. Some of them are even prescribing fixes based on nothing more than complete speculation. Fixes that, if done wrong, could leave your site offline until a professional fixes your mistakes… Relax, people!
According to Google’s announcement, this hasn’t even rolled out yet. When it does happen, we’ll get another announcement and we’ll be able to see the load time score in our Keyword Analysis Page. We will then have an entire month to make adjustments, if it’s even necessary. Until then, take a chill pill, and just wait to see if this means anything to you. My bet is that very few advertisers will be affected.