Advertisers can now monitor the loading speeds of more mobile landing pages, thanks to an algorithm update announced by Google Ads. The update to the mobile speed score enables the tool to generate a score in the advertising console with fewer ad clicks than previously required.
Google introduced the mobile speed score in July at its Google Marketing Live event.
Mobile speed scores are evaluated on a 10-point scale, with 10 being the fastest. Page speed and potential conversion rate are two factors used to determine the score.
Mobile page speed report screenshot provided by Google
Why you should care
Slow landing pages can frustrate users, causing them to leave your page and diminishing any chance of a sale or conversion.
“Slow mobile pages can slow down your business,” said Prashant Nair, product manager, Google Ads.
“Fifty-three percent of visits to a mobile site are abandoned if it takes more than three seconds to load,” Nair added, citing Google data from 2016.
More about the news
- Google suggests that mobile marketers adopt mobile-specific technologies like Accelerated Mobile Pages (AMP) to improve mobile speed scores. “AMP pages typically load 85 percent faster than standard mobile pages. As a result, 90 percent of AMP pages achieve a high mobile speed score of 10,” Nair said.
- Google offers additional tools to help marketers monitor their mobile speed: a Speed Scorecard, which compares your site speed to those of your competitors, and the Impact Calculator, which lets you estimate potential revenue loss caused by a slow mobile site.
