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Google Ads Mobile Site Speed – Why it’s so Important

Google has changed the way they evaluate and calculate the mobile site speed score of websites when it comes to Google Ads.

The new Test My Site tool makes it easier for users to understand their site speed performance and shows recommendations tailored to the specific website and the necessary mobile site speed fixes.

Since February, Google Ads has been taking mobile page speed extremely seriously and it will impact all aspects of your campaign from your cost per click to your impressions.

It also gives back a bit of control back to users, they now have the knowledge and power to improve their landing pages and in turn, their ads.

Some of features of the Test My Site tool include:

  • Measuring the speed of your landing page – this means you can test a single page on your website as opposed to your whole site.
  • Track your landing page speed progress month on month.
  • See how your site speed ranks against your competitors and the industry average.

Mobile speed can impact the performance of an ad majorly, especially now, when more than half of web traffic comes from mobile. This is paired with our increasingly short attention span and patience when it comes to the internet, if a page is slow to load, we go elsewhere.

It has been found that you can lose up to 53% of clicks and visits if your page takes more than three seconds to load, costing your valuable conversions. At 5.7+ seconds to load, conversion rates can drop to a minimum of 0.6%.

Your Ad Performance

Quality score, you may have heard us talk about them before, or maybe you’re working to improve your own quality score. This is one of the key factors in creating a successful campaign and without a good quality score your campaign will never reach its full potential.

Quality score is ranked using three determiners – expected click-through rate, ad relevance and landing page experience.

So, what’s one of the biggest factors of landing page experience at the moment? Mobile Page Speed.

Although, your quality score will not only be impacted by page speed, this is becoming increasingly important and campaigns that were performing extremely well have dropped due to this factor. It’s important that you’re aware of this and working to improve it as soon as possible.

This is something we have been working to improve on the landing pages of all of our Google Ad clients and the results are amazing to see. Small changes really do make all of the difference when it comes to an ad campaign.

So, why does quality score matter?

Your keyword quality score is the ranking system that Google uses when deciding lots of different factors, including:

  • What position your ad should be placed in search results.
  • Whether your ad should be shown over a competitors ad.
  • Your cost per click.
  • How frequently your ad is shown.

All of the factors above will contribute to two things that could be the most important part of a campaign – the number of conversions you receive and your cost per conversion.

So, yes, your quality score is truly very important for a successful Google Ads campaign.

If you’re running a Google Ads campaign and haven’t yet tested the speed of your landing pages, maybe now is the time to do this. You can test your website using the new Google tool, right here.

We are constantly working to improve all of our client’s quality score and their mobile page speed, so if you’re interested in finding out more about the work we do to get great results on Google, contact one of our PPC experts, today!

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Heather Hirst
Currently undertaking a Communications degree at Bournemouth University, Heather is the Digital Marketing Intern at WNW Digital. She is part of the digital marketing team and here to gain industry experience and develop her skills in all elements of WNW’s expertise. You can contact her at

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