Google Quality Score To Change Again

Google has announced that it will start to take the page loading time into account when calculating the quality score for pay per click accounts.

Have a high quality score is essential to help minimise the cost per click that you?ll pay for each keyword, so any changes you can make to speed up the loading time should be done as soon as possible. The quality score dictates the minimum cost per click on each keyword and the position you?ll achieve for a set CPC.

This change can only be a good thing for users, although there may be several pay per click clients fretting over this latest change. The change will take place in the next few weeks and apparently publishers will have a month to make any improvements.

Other factors taken into account in the current quality score calculation include keyword relevance to ad text and landing page and click through rates.

Any good PPC manager will see this change as a positive change, as a slow loading web page leads to a high abandonment rate, which consequently affects the conversion rate ? which is the ultimate goal of any pay per click account.

Lianne
PPC Account Manager

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1 Comment

1. Hmmmm I?m all for the quality score in Google but im not too sure about this.

   I mean if a site takes an absurd amount of time to load then the user experience is already bordering on awful and the user will go to another website and the sale will be lost.

   Is there a need for Google to tell us how fast a site should load? I mean what happens when websites have issues with hosting. Google needs to further clarify this before it gets implemented.

   If user experience is the way forward then surely someone should design a system whereby campaigns pause automatically when there is a delay over a pre defined time. Surely this is better than making the advertisers pay more for a click.

   Comment by Adam Lucking March 18, 2008 @ 4:02 pm

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