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Depending on whether your glass is half-full or half-empty, Google’s policy from the beginning of April 2008 to include your landing page load time in your Quality Score will either be seen as an opportunity to do the right thing for your web pages or bury your head and curse AdWords for charging you more per click.
It sounds obvious but, if you’re an AdWords advertiser, you want to ensure that the page your visitors arrive at (the landing page) after they click on your advert is not only relevant to their search and gives them a clear sales funnel to follow but also loads quickly in their browser. The fact most Internet users are now Broadband enabled is still no excuse for bloated code, massive image files and unnecessary on-page clutter.
Although you should always strive for creating well optimised pages, Google is now going to add an extra incentive by rewarding its Pay per Click advertisers with lower minimum cost per clicks (CPC). Now that makes perfect sense to me!
More AdWords Tips.