At Marketing Live, Google shared ad innovations powered by machine learning — among others a new way to evaluate the mobile page speed was introduced through a new report “Mobile Speed Score,” that grades pages on a 10-point scale.
“Getting better results from your online ads today requires more than just the right keywords or the right bids,” google wrote, “However, even the best ads struggle to deliver results if they’re sending people to slow landing pages, especially on mobile.” “In retail, we see that for every one second delay in page load time, conversions can fall by up to 20 percent. That’s why we’re making it easier to diagnose and improve your mobile site speed,” Google added.
Mobile Speed Score, is integrated in to the Google Ads (formerly AdWords) can be found on the Landing Pages page. From there advertisers can quickly see which pages are providing a fast mobile experience and which ones require attention.
Here is a screenshot of how Mobile Speed Score report look:
These scores are based on a number of factors, including “relationship between page speed and potential conversion rate,” Google explained.
Google also cautions advertisers about the significant impact of mobile page speed on ad performance stating, “Consider this: more than half of all web traffic now happens on mobile. Yet the average mobile webpage takes 15 seconds to load. And for many brands this equates to missed opportunity, especially when more than half of visits are abandoned if a mobile page takes more than three seconds to load.”
For those seeking to improve on the mobile page loading time, Google is advising to take advantage of Accelerated Mobile Pages (AMP), which provide a smoother and faster mobile experience. Then, just direct your search ad clicks to those AMP pages for super-fast and delightful mobile experiences people expect.
“An AMP page typically load 85% faster than any standard mobile page.”
Google is also providing other tools to evaluate mobile page speed, including
- Speed Scorecard, which lets you compare your mobile site speed against your peers
- and the Impact Calculator, which estimate the potential revenue lost as a result of having a slow mobile site.
Mobile Speed Score is now available to all advertisers globally.
Update 08/15: Google Ads’ Report Editor tool has received an ability to chart performance for two different time periods. “We’re happy to announce that Report Editor charts now support time comparison,” stated Google.
With chart time comparison data in the Report Editor, advertisers can now compare this week’s clicks to last weeks. More specifically, they can now visualize week over week, month over month, or other date ranges in the customized reports in the Report Editor.