Under new plans revealed by Google, advertisers whose web ads take too long to load will see their price per click increase.
The search engine highlighted its new plans on its Inside AdWords blog. Under the new scheme, the 'Quality Score' or the mark that determines the placement each ad receives when matched with a search result will also incorporate load-times. Advertisers will have month to make changes and speed up load times. Those that refuse to make changes will be issued with penalties, which will see their 'Quality Score' lowered and therefore increasing the minimum cost an advertiser can pay per click.
Google said that several factors can hamper loading time, the most common being slow servers and multiple page redirects. "Users have the best experience when they don't have to wait a long time for landing pages to load," the Inside AdWords team said.
"They are also more likely to abandon landing pages that load slowly, which can hurt your conversion rate."