How slow loading websites sucks your money on Google Adwords?

November 29th, 2018
18 Nov 2017
Kannan Rajendiran
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Quicker sites make a quicker conversion and quicker money.

Think you are investing in your ads, there are only two possibilities, you might either end in gaining money or losing it. So, what metrics your profit rate depends upon?.

Revenue is mainly determined by Quality Scores, PPC ads, Adwords, Landing page, Page Speed and other metrics.

There are several ways to keep your website in the top of the Google rank system and we shall be discussing that here.

Know why you are losing money (no payback) even after paying Google to display your website at the top?.

Once paid, everyone thinks their work is done. Do you really think so?. No. Your job has just started.

If you are looking for money yield (payback), without following some parameters of enhancement, keyword research and all the other relevant factors, then you will end up getting nothing and every investment you just made is a total waste.

How about your website getting popular among the eCommerce sites overnight?. You like that?.

Well, that’s totally possible depending upon how you are closely monitoring your website’s efficiency to load and user experience and your Adwords and many other technical factors, ultimately serving your website presentable to the visitors and make sure they rejoice.

Certain mantras for you to make this come true:

Delight and fascinating a random visitor – create an enticing headline, PPC ad, Adwords;

Making this random person stay for quite a long period on your website – a perfect landing page will do;

A visitor might turn into your customer – enhance your webpage speed tremendously giving a tough competition to your opponents.

Do the customer satisfaction, continuous customers and possible referrals – Every time when the customer visits, this type of hybrid website will yield you profit and fruitful which is Google’s prime focus.

Not all in the world are using Google as their preferred search engine and this statistical report (Jimmy data) below proves that.

Have a quick look at it.

Only an excellent landing page will be chosen by the visitors. Else, they might either exit from your webpage or they will comment about it in a forum. You don’t need that, do you?.

You need to make sure that your website meets the basic conditions in the Google’s evaluation for a good landing page.

Once the visitors gain a wonderful user experience, which is what Google pays attention, your Click Through Rate (CTR) increases accordingly.

 

Pay Per Click

Paying to Google for a website that doesn’t profit you anything is a total waste.

Many pay money hoping to see their websites positioned in the first place in the search engine. Well, for some it happens and for the rest, it doesn’t.

The worst case is, you need to pay Google when the user clicks and enters your website. It doesn’t concern them whether you made a sale or not.

So, it’s up to you and your effort alone to follow certain metrics and serve your website to the users, making them choose yours and yours only, amid the eCommerce websites.

To make you understand about the PPC campaigns in a much better way, the below infographics will suffice.

Irrespective of the product you are selling in the landing page and PPC campaigns promoting it, every user wishes to see your ads lesser than 3-4 seconds.

Basically, your website should arouse the feeling that they have found the right one and worth spending time on it and of immense use for them.

 

Web Speed

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Landing Page

A well built perfect landing page, being consistent with enticing PPC ads attracts more visitors. More the number of visitors, maximum the conversion rate will be, eventually.

Talking about the user experience, everyone has ample knowledge about everything these days, so all you need to do is to trigger it and make them feel that they have made a perfect landing.

That way a random visitor will certainly become your potential customer and once they love your products, whatever you are selling, you will come to know about the impact it creates in terms of conversion and your position in the Google’s site ranking.

Make sure that you create a unique and individual landing page for every ad about the new product and offers.

Always focus on the question – How would I be benefitted from this? Or What’s in there for me?. It helps you to think in user’s perspective.

Again, having an attractive landing page, following certain Google’s recommendations regarding the RedirectionLoad time, Render Blocking CSS, JS, Enable Compression, Enable Keep-Alive, First Paint, and Server Response Time, naturally tends the users to fall in love with the layout.

Below infographic illustrates the features of having a nice landing page.

Acquire the information from the above infographics and try to implement it.

Coming back to attracting a customer, Choosing wisely the headline is also the best way to tempt users to click it immediately.

You can try using the question headline, the headline that answers the queries, reasons why should they click, with humor.

Refer to Landing Page from Google’s perspective for further information.

 

Quality Score

Though we knew about Quality Score, briefing it, will help the starters to grasp efficiently.

Here we go for non-techies,

Quality Score is a Google’s evaluation given to your website, measured from 0 to 10.

It utterly depends upon your CTR (Click Through Rate), relevance of the ad campaign, keywords, the PPC ads and CPC bid. Once this is done in a well-ordered manner, you are making your target audience benefit from it.

So, why do you need QS basically?.

Let me explain it to you through a very simple equation:

From, CPC * QS = a
Your Quality Score, QS= a/CPC
CPC = Cost-Per-Click
a = AdRank of advertiser
QS = Quality Score

The higher the ad rank and more the Quality Score, least is the cost of a click naturally. (Source: Wordstream)

About that, it would be great when you see it through a video for easy grasp.

NOW WATCH:  Find Your Quality Score in Google AdWords

Higher Quality Score associates firmly to the top level performing campaigns.

I know that everyone is now focusing on how to increase your Quality Score.

Let’s step into it right away.

 

Best Ways to increase your Quality Score

Though there are plenty of ways to do that. We have suggested you the best, which might benefit you:

  • Try to discover newly relevant keywords to be added to your campaigns. Do this and you will be on the top of the hierarchy and able to give a tough fight to the competitors.
  • Divide your keywords into a well-organized category, which in fact leads to separate ad campaigns.
  • Do the Adtext refining. Getting higher CTR (Click Through Rate) from potential ads is another way of increasing QS.
  • Optimize your Landing Page. Follow the norms systematically in creating a landing page which links directly to your ad group. Using this metric, the user should be tempted and feel aroused, leading to better conversions.
  • Try using Negative Keyword. Don’t pay for those which don’t convert. Avoid irrelevant search. Closely monitor, discover and get rid of such non-converting keywords.

So, Basically, Google is trying to tell a message that PPC ads help your customers, by maintaining higher QS.

They will charge you lesser for every click, provided you are to provide the customers with enticing ads and make them feel that the click they did is worth and have landed perfectly to get what they need.

 

Web Speed

Check if your Website is gzip enabled right away!

 

Page Speed determines the conversion rate

Talking about Google’s prime focus, it is Page Speed that matters all the time.

All you need is an excellent loading time to display your website’s content with all the enhancement tools worked out properly.

Now, this creates an awesome user experience which indirectly or directly helps you in many ways.

Just imagine your website is loading quicker than the others, it naturally has more possibilities for better conversions.

For eCommerce websites, it should be the highest priority.

I will try to give some real time examples:

Among the top eCommerce websites like Walmart, eBay and Amazon; Walmart is proved to be the quickest. It was also said that they were planning to increase their performance even better which results in:

A 2% increase in conversions was experienced by them for every 1 second of enhancement.

Did you just notice that a minor variation in seconds causes drastic changes?

This will definitely be a significant information to all.

To make this still more interesting, a survey says that 83% of the users expect sites to load within 3 seconds.

Believe it or not, It is also stated that 7% increase in conversions will be made when performance is enhanced by 1 second.

Refer to what Google says:

“If it takes too long for your website to load when someone clicks on your ad, they’re more likely to give up and leave your website. This unwelcome behavior can signal to Google that your landing page experience is poor, which could negatively impact your Ad Rank. That’s why you want to make sure your landing page load time is up to speed”.

Now, try to focus on the poor load time, possible causes and how to rectify it using the Speed rules and testing tools.

When did you last modify your website using the below said implementations to become an ideal website?.

  • Files compression,
  • Minification of HTML, CSS and JS,
  • Using Browsing Caching,
  • Increasing server response time,
  • Image optimization.

You need to know about the PageSpeed insights rules in a much detailed way for better understanding.

 

Analyzing Page Speed

When was the last time you made an analysis of your website’s page speed?

If you prefer your website to land like a rocket, every time a customer clicks open, then you need to do the patching and boosting works.

Plenty of tools will help you to analyze your page speed’s performance, but the below-referred tools are quite the best:

  • Pingdom
  • Speed Boost XYZ
  • GTMetrix
  • PageSpeed Insights
  • YSlow
  • Web Page Analyzer
  • Load Impact
  • P3 (Performance Plugin Profiler)
  • Dotcom-monitor

I will show you pictorial representation of some examples using the above software.

 

Google Page Speed Insights:

You will see a drastic change overall, when followed the norms and practices. I have given real-time examples showing before and after the analysis by the use of the tool “Page Speed”.

Desktop Version – BEFORE

Desktop Version – AFTER

Mobile Version – BEFORE

Mobile Version – AFTER

 

SPEED BOOST

Below is the final pictorial illustration of the analysed website using the tool “Speed Boost XYZ”.

FINAL

 

GTmetrix

GTmetrix is another Tool through which I have explained through a picture explanation for your understanding.

FINAL

So, now you know the importance of analyzing your website for a speedy display just like a pop up message.

This should be at systematic intervals. Maintenance always costs you much.

Likewise, monitoring your website to stay back in the google’s ladder of rating is a effort taking work, but once you get acquainted with it, you will master it and will be able to suggest others your experience.

Eager to know why quicker loading websites make more money?. An infographics from comelite will narrate this.

 

Wrapping up

Referring to our discussion, if you want to be in the profit zone, you need to focus on higher QS, perfect landing page, Page speed enhancements often, PPC ads, Adwords and ad campaigns and other metrics. Many of you will always be dynamic initially by creating and maintaining everything whatever Google suggests them. But on the go, you will diminish your activities gradually, which results in losing your site’s hierarchy from top to end. Choosing a catchy headline, Organizing keywords, refining the text and negative keyword usage are some of the other metrics you need to focus on.

Hope I have given you many useful inputs and thought process.

If you think we have missed anything at all, feel free to comment us, so everyone will be benefited.

What do you think about the slow loading websites and how they can impede your earning?

What is your idea about earning from paid advertisements?

What is your experience with Google ads and slow loading websites?

Kannan Rajendiran

Kannan Rajendiran (Kan) is a technically renowned person and a specialist in providing solutions to almost all type of issues. Love to see clients smile. His expertise in the software industry for more than 15 years helped many clients to provide the best solution, he is a demi-god when website matters. He is the Founder of SpeedBoost :). Extensively attached to the latest technologies and fond of upcoming advancements.
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