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BizReport : : March 10, 2008

AdWords: Load time metric confirmed, exclusion tool expanded

After much online chat about Google’s addition of page load time to Quality Score metrics, the search engine confirms and explains its moves, while also making another change to their services.

by Helen Leggatt

An official announcement by Google confirms the search engine’s addition of page load time to Quality Score metrics, also advising that it will go live in the “next few weeks” and that it will be a while before Quality Scores are impacted.

Why are they doing this? In their own words - “Two reasons: first, users have the best experience when they don't have to wait a long time for landing pages to load. 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. Second, users are more likely to abandon landing pages that load slowly, which can hurt your conversion rate.”

Google also announced the expansion of their site exclusion tool for advertisers. Now called Site and Category Exclusion, it allows advertisers to block entire categories, instead of just individual websites. Inside Adwords gives a few pointers on how best to implement this new option.

Tags: advertisers, adwords, exclusion tool, page load time, quality score

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  • JN

    You know, I'm okay with Google doing what it wants to with it's business, but I find it a tad annoying to punish keywords for slow load times and any other factor without giving info regarding the specific cause of that poor quality score. All Adwords does is give you vague generalities, like; "Your ad is not highly relevant" for any of the following 7 reasons. It would be way helpful to know more precisely which factor to tweak to meet Google's high standards. Just a thought.



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