Last month, I had informed my readers that Google had incorporated and was displaying Landing Page Load Time on the Keyword Analysis Page in Google AdWords
Now Google has announced via its Google Inside AdWords Blog, that the load time factor will be incorporated into the keywords' Quality Scores. In this factor, load time is defined as the amount of time it takes for a user to see the landing page after clicking an advertisement. Now with this factor active, the landing pages that would load slowly, might get lower quality scores. To its exact opposite, the landing pages that load in the least possible time, might score higher on the quality scores.
The reason behind this move, as per Google is that, firstly it would enable users to have the best experience when they don't have to wait a long time for landing pages to load. This will also drastically reduce multiple redirects, excessively slow servers, and other factors that increase load times and delay the landing time of the page. Secondly, users are more likely to abandon landing pages that load slowly, which can hurt an advertiser's conversion rate.