Google does not want its image to be spoiled by the slow landing pages anymore. According to Google, users are keener in faster loading of landing pages and get least interested to click on other ads if loading takes longer time.

‘Inside AdWords’ blog announced that landing page speed will be a regular criterion in determination of Quality Scores. Faster the speed, higher will be the Quality Scores and vice versa. The incentive for the higher scores will be in the form of lower minimum bids for keywords. It means that landing pages with slower speed will attract more charge for the bids. 

If one looks from Google’s point of view, slower loading leads to lesser conversions for the advertisers, but it means a great loss for Google since the user gets more reluctant to click on other ads. Lesser number of clicks results in more loss of revenue for Google, which it would definitely not like to incur.

AdWords clients joined the management interface to share information on landing page load time. Webmasters who provide low speed will get lesser work. They will have to work out whether higher charges by Google for their bids are still affordable, in case they are unable to improve on slow landing page speed.