After a long wait Google has enhanced their quality scoring algorithm to take Landing page load time into consideration.

Landing page load time now plays an important role. Starting mid of June Load time of html of a page will be important for better Quality Score. Good quality score is important for any campaign. If you have a limited budget its important to take Quality score seriously since it reduces the cost of advertising significantly. Ads will show up higher if the Quality score is higher for a particular advertiser even if the bid for that keyword is less than that of his competitors.

"How is landing page load time evaluated?

Landing page load time is determined by:

I. The domain of your ad group's landing pages

A keyword's load time grade is based on the average load time of the landing pages in the ad group and of any landing pages in the rest of the account with the same domain. If multiple ad groups have landing pages with the same domain, therefore, the keywords in all these ad groups will have identical load time grades.

Two things to note:

When determining load time grade, the AdWords system follows destination URLs at both the ad and keyword level and evaluates the final landing page.
If your ad group contains landing pages with different domains, the keywords' load time grades will be based on the domain with the slowest load time. All the keywords in an ad group will always have the same load time grade.
Let's look at an example:

Say your account has four ad groups, and each ad group uses a different landing page: example.com/apple, example.com/orange, example.com/pear, and your-company-site.com. The first three share the same domain: example.com. Keywords in the first three ad groups will all have the same landing page load time grade, which will be based on the average load time of example.com/apple, example.com/orange, and example.com/pear.

II. Your server's geographic region

We evaluate your load time relative to the average in your server's geographic region. If your website is hosted on a server in India, for example, your landing page load time will be compared to the average load time in that region of India. This is true even if your website is intended for an audience in the United States.

III. Your page's HTML

Currently, landing page load time measures the time it takes to download the HTML content of your landing page. However, in the future, the load time of images, flash, video, JavaScript, and other components will be considered as well. We therefore recommend that you optimize all components of your page for the quickest possible load time.

IV. Multiple readings

To ensure accuracy, we take several load time measurements, drop the worst, and average those remaining. If your landing page is down for one of these readings, therefore, it won't affect your load time grade.

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http://adwords.google.com/support/bin/answer.py?answer=93113

I recommend make sure the page is perfect HTML without much errors that way it gives an opportunity to get better Quality score

Labels: adwords ppc, google adwords

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