Fast landing pages should be a PPC marketer’s top priority in 2019. 53% of mobile website visitors will leave a page if it doesn’t load within three seconds, yet only 1.6% of marketers’ landing pages load that quickly. Not only do slow pages leave conversions on the table, their impact on Quality Score could hurt your search ad performance. With some simple fixes, your PPC landing pages can be ready for today’s fast internet and impatient consumers. This session will cover: - Signs page speed is high priority for Google, and as a result, PPC marketers - Strategies for taking control of your page speed on desktop and mobile - How to integrate page speed into your team’s KPIs and reporting

1. The First Mover Advantage
How Faster Pages Can Give You a
Competitive Edge in 2019
Larissa Hildebrandt | Product Marketing Manager

2. Learner Outcomes
After this session, you will be able to:
● Improve your conversion rates and ROAS with faster pages
● Integrate page speed into your team’s workflow
● Sell your clients on the need for faster pages
● Use page speed as your competitive advantage

3. YOU
YOUR
COMPETITORS

4. WHY DO I CARE
SO MUCH ABOUT
FAST WEBSITES?

5. SLOW EXPERIENCES
HURT CONVERSIONS
AND BRAND
PERCEPTION

6. SLOW EXPERIENCES
HURT CONVERSIONS
AND BRAND
PERCEPTION

7. SLOW EXPERIENCES
HURT CONVERSIONS
AND BRAND
PERCEPTION

8. SLOW EXPERIENCES
HURT CONVERSIONS
AND BRAND
PERCEPTION

9. TIP
Monitor negative
sentiment related to
page speed
@chezlars #HeroConf

10. HOW DID WE
GET HERE?

11. INTERNET CONNECTIONS GOT FASTER
Average internet connection
speed in the United States
from 2007-2017
Statista, 2019

12. WE COULD GET AWAY
WITH HIGHER
RESOLUTION PHOTOS @totem_phillip, Unsplash

13. WE GOT
INTO
VIDEO

14. (REALLY INTO VIDEO)

15. WE ADDED MORE,
BULKIER SCRIPTS
Giphy

16. AS CONNECTIONS
GOT FASTER,
WEBSITES JUST
GOT BIGGER

17. Pingdom, 2018

18. WE NEED TO BE CAREFUL AS SPEEDS IMPROVE
Forecast number of 5G
subscriptions worldwide
from 2020 to 2025 (in
billions)
Statista, 2019

19. 4G ONLY
48%
GSMA, 2019
2018
OF CONNECTIONS
WERE 4G IN 2018
OVERTOOK 2G
GLOBALLY IN

20. NOT ALL
CONNECTIONS ARE
CREATED EQUAL
REMEMBER:

21. Average Internet
Speeds (Mbps) by
Country in 2017
Fastmetrics, 2018
NOT ALL CONNECTIONS ARE CREATED EQUAL

22. 1.29s
4.4s
4.4svs

23. SPEED IMPACTS
CONVERSIONS

24. WHEN YOU PAY FOR
EACH CLICK, THE
STAKES ARE HIGH

25. PRE-CLICK

26. PRE-CLICK POST-CLICK

27. PRE-CLICK POST-CLICK

28. Pingdom,2018

29. ON MOBILE, WE’RE
EVEN LESS PATIENT

30. ON MOBILE, 52% OF
VISITORS LEAVE A
PAGE THAT TAKES
LONGER THAN 3
SECONDS TO LOAD
Google, 2016

31. ONLINE SHOPPERS
HAVE THE HIGHEST
EXPECTATIONS

32. OF CONVERSIONS
FOR RETAIL, ONE
EXTRA SECOND
COULD IMPACT
20%
Google, 2018

34. NEW YORKERS ARE THE LEAST
PATIENT ONLINE SHOPPERS
Of the consumers we polled, 82% of New Yorkers
admitted that page speed influences their decision to
make purchase, compared to 60% of Californians
Unbounce, 2018

35. 81% of marketers agree slow page speeds
influence their conversions
I believe speed
influences a visitor’s
decision to convert.
Yes No
81% 19%
The 2018 Unbounce Page Speed Report

36. 73%OF MARKETERS THINK
IMPROVING PAGE SPEED
IS URGENT
*% of marketers polled in the 2018 Unbounce Page Speed Report

38. Improving page speed is still
something marketers plan to
do “one day”

39. WE’RE LAGGING BEHIND IN ACTION
Of the respondents in Unbounce’s 2018 Page Speed Report,

40. WE’RE LAGGING BEHIND IN ACTION
Of the respondents in Unbounce’s 2018 Page Speed Report,
● 57% had optimized images, video, or other media files

41. WE’RE LAGGING BEHIND IN ACTION
Of the respondents in Unbounce’s 2018 Page Speed Report,
● 57% had optimized images, video, or other media files
● 43% had implemented back-end fixes like improved caching

42. WE’RE LAGGING BEHIND IN ACTION
Of the respondents in Unbounce’s 2018 Page Speed Report,
● 57% had optimized images, video, or other media files
● 43% had implemented back-end fixes like improved caching
● 38% had minified JavaScript and CSS

43. WE’RE LAGGING BEHIND IN ACTION
Of the respondents in Unbounce’s 2018 Page Speed Report,
● 57% had optimized images, video, or other media files
● 43% had implemented back-end fixes like improved caching
● 38% had minified JavaScript and CSS
● 22% had implemented Accelerated Mobile Pages (AMP)

44. 3X
THE AVERAGE,
MOBILE PAGE LOAD
TIME IS TRIPLE
WHAT GOOGLE
RECOMMENDS
Google, 2017

45. WE TESTED THIS STAT WITH MARKETERS

46. WE TESTED THIS STAT WITH MARKETERS
Average page
Load time (15s)
Average load time
- our test (10.3)

47. PAGE SPEED
IMPACTS SEARCH
AD PERFORMANCE

48. WE CAN’T IGNORE IT:
GOOGLE IS
PRIORITIZING SPEED

49. GOOGLE’S BEEN
TALKING ABOUT
PAGE SPEED
FOR YEARS
(Many years)

50. Because the cost of slower performance
increases over time and persists, we
encourage site designers to think twice about
adding a feature that hurts performance
if the benefit of the feature is unproven
“ “
Google, Let’s Make the Web Faster, 2009

51. GOOGLE & PAGE SPEED: A TIMELINE

52. GOOGLE IS BUILDING FOR PAGE SPEED

53. GOOGLE IS BUILDING FOR PAGE SPEED
JULY 2018
PAGE SPEED UPDATE
Page speed becomes a mobile
ranking factor on organic
search

54. GOOGLE IS BUILDING FOR PAGE SPEED
JULY 2018
PAGE SPEED UPDATE
Page speed becomes a mobile
ranking factor on organic
search
JULY 2018
MOBILE SPEED SCORE
The 10-point Mobile Speed
Score comes to Google Ads

55. GOOGLE IS BUILDING FOR PAGE SPEED
JULY 2018
PAGE SPEED UPDATE
Page speed becomes a mobile
ranking factor on organic
search
JULY 2018
MOBILE SPEED SCORE
The 10-point Mobile Speed
Score comes to Google Ads
SEPTEMBER 2018
COOKIE-BASED SPLIT TESTING
It becomes possible to split test
AMP and non-AMP landing
pages in campaign experiments

56. GOOGLE IS BUILDING FOR PAGE SPEED
JULY 2018
PAGE SPEED UPDATE
Page speed becomes a mobile
ranking factor on organic
search
OCTOBER 2018
Parallel tracking becomes a
requirement to ensure landing
pages load as quickly as
possible after the click
JULY 2018
MOBILE SPEED SCORE
The 10-point Mobile Speed
Score comes to Google Ads
SEPTEMBER 2018
PARALLEL TRACKING
COOKIE-BASED SPLIT TESTING
It becomes possible to split test
AMP and non-AMP landing
pages in campaign experiments

57. GOOGLE IS BUILDING FOR PAGE SPEED
JULY 2018
PAGE SPEED UPDATE
Page speed becomes a mobile
ranking factor on organic
search
OCTOBER 2018
PARALLEL TRACKING
Parallel tracking becomes a
requirement to ensure landing
pages load as quickly as
possible after the click
2019
TEST MY SITE REVAMPED
“Test My Site” is revamped with
a suite of new page speed tools
JULY 2018
MOBILE SPEED SCORE
The 10-point Mobile Speed
Score comes to Google Ads
SEPTEMBER 2018
COOKIE-BASED SPLIT TESTING
It becomes possible to split test
AMP and non-AMP landing
pages in campaign experiments

58. SPEED IS BUILT INTO QUALITY SCORE

59. AD RELEVANCE
LANDING PAGE
EXPERIENCE
EXPECTED CTR
QUALITY
SCORE
SPEED IS BUILT INTO QUALITY SCORE

60. PROMOTE TRANSPARENCY AND
FOSTER TRUSTWORTHINESS
AD RELEVANCE MAKE NAVIGATION EASY
LANDING PAGE
EXPERIENCE
OFFER RELEVANT, USEFUL AND
ORIGINAL CONTENT
EXPECTED CTR
QUALITY
SCORE
DECREASE YOUR LANDING PAGE
LOAD TIME
MAKE YOUR SITE FAST
SPEED IS BUILT INTO QUALITY SCORE

61. PROMOTE TRANSPARENCY AND
FOSTER TRUSTWORTHINESS
AD RELEVANCE MAKE NAVIGATION EASY
LANDING PAGE
EXPERIENCE
OFFER RELEVANT, USEFUL AND
ORIGINAL CONTENT
EXPECTED CTR
QUALITY
SCORE
DECREASE YOUR LANDING PAGE
LOAD TIME
MAKE YOUR SITE FAST
SPEED IS BUILT INTO QUALITY SCORE

62. TEXT ADS ARE STILL OUR BREAD AND BUTTER

63. TEXT ADS ARE STILL OUR BREAD AND BUTTER
79 %
Are investing in search
ads, more than any
other ad category
Hanapin, 2018

64. TEXT ADS ARE STILL OUR BREAD AND BUTTER
79 %
Are investing in search
ads, more than any
other ad category
Hanapin, 2018
71%
Say text ads are their
most effective PPC
channel
Hanapin, 2018

65. TEXT ADS ARE STILL OUR BREAD AND BUTTER
79 %
Are investing in search
ads, more than any
other ad category
Hanapin, 2018
71% 61%
Say text ads are their
most effective PPC
channel
Hanapin, 2018
Were planning to
spend more on text
ads in 2019, more than
any other category
Hanapin, 2018

66. TEXT ADS ARE STILL OUR BREAD AND BUTTER
79 %
Are investing in search
ads, more than any
other ad category
Hanapin, 2018
71% 61% 3 %
Say text ads are their
most effective PPC
channel
Hanapin, 2018
Were planning to
spend more on text
ads in 2019, more than
any other category
Hanapin, 2018
...yet only 3% say
faster loads are their
top priority in 2019
Unbounce, 2018

67. START IMPROVING
YOUR PAGE SPEED

68. START IMPROVING YOUR PAGE SPEED IN 6 STEPS

69. START IMPROVING YOUR PAGE SPEED IN 6 STEPS
1. Know your speed

70. START IMPROVING YOUR PAGE SPEED IN 6 STEPS
1. Know your speed
2. Know your competitors’ speed

71. START IMPROVING YOUR PAGE SPEED IN 6 STEPS
1. Know your speed
2. Know your competitors’ speed
3. Set your targets

72. START IMPROVING YOUR PAGE SPEED IN 6 STEPS
1. Know your speed
2. Know your competitors’ speed
3. Set your targets
4. Get your team & clients on board

73. START IMPROVING YOUR PAGE SPEED IN 6 STEPS
1. Know your speed
2. Know your competitors’ speed
3. Set your targets
4. Get your team & clients on board
5. Pick a starting point

74. START IMPROVING YOUR PAGE SPEED IN 6 STEPS
1. Know your speed
2. Know your competitors’ speed
3. Set your targets
4. Get your team & clients on board
5. Pick a starting point
6. Choose what to fix

75. STEP 1: KNOW
YOUR SPEED

76. KNOW YOUR SPEED

77. TIP
Compare your page
speed on desktop
and mobile
@chezlars #HeroConf

78. STEP 2: KNOW
YOUR COMPETITORS’
SPEED

79. KNOW HOW YOU STACK UP
1. Your primary competitors

80. KNOW HOW YOU STACK UP
1. Your primary competitors
2. Your SERP competition

82. 2.2s
4.7s
4.7s
6.4s

84. STEP 3: SET YOUR
TARGETS

85. START WITH A GOAL

86. START WITH A GOAL
Your goals could be:

87. START WITH A GOAL
Decrease load time
Your goals could be:

88. START WITH A GOAL
Decrease load time
Target speed
Your goals could be:

89. START WITH A GOAL
Decrease load time
Target speed
Above industry average
Your goals could be:

90. START WITH A GOAL
Above competitors
Decrease load time
Target speed
Above industry average
Your goals could be:

91. TIP
Consider a faster target
for mobile landing
pages
@chezlars #HeroConf

92. STEP 4: GET YOUR
TEAM & CLIENTS
ON BOARD

93. FAST
HAVE TO
MEAN UGLY
DOESN’T

96. AGENCY TIP
Add page speed to your
pitch to help you win
new business
@chezlars #HeroConf

97. STEP 5: PICK A
STARTING POINT

98. MOBILE CAMPAIGNS

99. TOP OF
FUNNEL
CAMPAIGNS
Giphy

100. TIP
Consider setting a faster
standard for TOFU
campaigns
@chezlars #HeroConf

101. HIGHEST ROAS

102. INTERNATIONAL
CAMPAIGNS

103. STEP 6: CHOOSE
WHAT TO FIX

104. EASY INTERMEDIATE HARD
PAGE SPEED FIXES

105. EASY INTERMEDIATE HARD
● Reduce Your Page Content
(15 Minutes)
PAGE SPEED FIXES

107. TIP
Create a different
landing page experience
for mobile
@chezlars #HeroConf

108. EASY INTERMEDIATE HARD
● Reduce Your Page Content
(15 Minutes)
● Optimize Your Images (30
Minutes)
PAGE SPEED FIXES

109. EASY INTERMEDIATE HARD
● Reduce Your Page Content
(15 Minutes)
● Optimize Your Images (30
Minutes)
● Host Your Videos Elsewhere
(30 Minutes)
PAGE SPEED FIXES

110. EASY INTERMEDIATE HARD
● Reduce Your Page Content
(15 Minutes)
● Optimize Your Images (30
Minutes)
● Host Your Videos Elsewhere
(30 Minutes)
● Audit Your Hosting Solution
(30 Minutes)
PAGE SPEED FIXES

111. EASY INTERMEDIATE HARD
● Reduce Your Page Content
(15 Minutes)
● Optimize Your Images (30
Minutes)
● Host Your Videos Elsewhere
(30 Minutes)
● Audit Your Hosting Solution
(30 Minutes)
● Implement a CDN (30
Minutes)
PAGE SPEED FIXES

112. EASY INTERMEDIATE HARD
● Reduce Your Page Content
(15 Minutes)
● Optimize Your Images (30
Minutes)
● Host Your Videos Elsewhere
(30 Minutes)
● Audit Your Hosting Solution
(30 Minutes)
● Implement a CDN (30
Minutes)
● Minify HTML, JS, and CSS
(15 Minutes)
PAGE SPEED FIXES

113. EASY INTERMEDIATE HARD
● Reduce Your Page Content
(15 Minutes)
● Optimize Your Images (30
Minutes)
● Host Your Videos Elsewhere
(30 Minutes)
● Audit Your Hosting Solution
(30 Minutes)
● Implement a CDN (30
Minutes)
● Minify HTML, JS, and CSS
(15 Minutes)
● Enable Browser Caching (15
Minutes)
PAGE SPEED FIXES

114. EASY INTERMEDIATE HARD
● Reduce Your Page Content
(15 Minutes)
● Optimize Your Images (30
Minutes)
● Host Your Videos Elsewhere
(30 Minutes)
● Audit Your Hosting Solution
(30 Minutes)
● Implement a CDN (30
Minutes)
● Minify HTML, JS, and CSS
(15 Minutes)
● Enable Browser Caching (15
Minutes)
● Set Up GZIP Compression
(15 Minutes)
PAGE SPEED FIXES

115. EASY INTERMEDIATE HARD
● Reduce Your Page Content
(15 Minutes)
● Optimize Your Images (30
Minutes)
● Host Your Videos Elsewhere
(30 Minutes)
● Audit Your Hosting Solution
(30 Minutes)
● Implement a CDN (30
Minutes)
● Minify HTML, JS, and CSS
(15 Minutes)
● Enable Browser Caching (15
Minutes)
● Set Up GZIP Compression
(15 Minutes)
● Kill Needless Scripts and
Plugins (30 Minutes)
PAGE SPEED FIXES

116. EASY INTERMEDIATE HARD
● Reduce Your Page Content
(15 Minutes)
● Optimize Your Images (30
Minutes)
● Host Your Videos Elsewhere
(30 Minutes)
● Audit Your Hosting Solution
(30 Minutes)
● Implement a CDN (30
Minutes)
● Minify HTML, JS, and CSS
(15 Minutes)
● Enable Browser Caching (15
Minutes)
● Set Up GZIP Compression
(15 Minutes)
● Kill Needless Scripts and
Plugins (30 Minutes)
● Convert Images to Sprites
(30 Minutes)
PAGE SPEED FIXES

117. EASY INTERMEDIATE HARD
● Reduce Your Page Content
(15 Minutes)
● Optimize Your Images (30
Minutes)
● Host Your Videos Elsewhere
(30 Minutes)
● Audit Your Hosting Solution
(30 Minutes)
● Implement a CDN (30
Minutes)
● Minify HTML, JS, and CSS
(15 Minutes)
● Enable Browser Caching (15
Minutes)
● Set Up GZIP Compression
(15 Minutes)
● Kill Needless Scripts and
Plugins (30 Minutes)
● Convert Images to Sprites
(30 Minutes)
● Remove Render-Blocking
JS and CSS (45 Minutes)
PAGE SPEED FIXES

118. EASY INTERMEDIATE HARD
● Reduce Your Page Content
(15 Minutes)
● Optimize Your Images (30
Minutes)
● Host Your Videos Elsewhere
(30 Minutes)
● Audit Your Hosting Solution
(30 Minutes)
● Implement a CDN (30
Minutes)
● Minify HTML, JS, and CSS
(15 Minutes)
● Enable Browser Caching (15
Minutes)
● Set Up GZIP Compression
(15 Minutes)
● Kill Needless Scripts and
Plugins (30 Minutes)
● Convert Images to Sprites
(30 Minutes)
● Remove Render-Blocking
JS and CSS (45 Minutes)
● Consider AMP
PAGE SPEED FIXES

121. GET BACK TO BASICS
WITH LANDING PAGES

123. TIP
Consider using
dedicated landing pages
for eCommerce
@chezlars #HeroConf

124. MAKE SPEED
A PART OF
YOUR PROCESS

125. INTEGRATE IT INTO YOUR WORKFLOW

126. INTEGRATE IT INTO YOUR WORKFLOW
Vocalize your go/no go speed

127. INTEGRATE IT INTO YOUR WORKFLOW
Standardize your page speed tool
Vocalize your go/no go speed

128. INTEGRATE IT INTO YOUR WORKFLOW
Standardize your page speed tool
Agencies: Add page speed to your account audits
Vocalize your go/no go speed

129. INTEGRATE IT INTO YOUR WORKFLOW
Standardize your page speed tool
Agencies: Add page speed to your account audits
Vocalize your go/no go speed
Add page speed to your landing page checklist

130. DON’T HAVE A QA PROCESS FOR
YOUR PPC PAGES? YOU NEED ONE.

131. CREATE A
CULTURE OF
PAGE SPEED

132. CREATE A
CULTURE OF
PAGE SPEED
● Call out slow pages

133. CREATE A
CULTURE OF
PAGE SPEED
● Call out slow pages
● Be ruthless

134. CREATE A
CULTURE OF
PAGE SPEED
● Call out slow pages
● Be ruthless
● Continually look to improve

135. CREATE A
CULTURE OF
PAGE SPEED
● Call out slow pages
● Be ruthless
● Continually look to improve
● Keep track of impact ($$)

136. TRACK YOUR
MOBILE SPEED
SCORE OVER TIME

137. TRACK YOUR SPEED OVER TIME

138. ADD SPEED
METRICS
TO YOUR
REPORTING
Amazee Metrics, 2018

139. NOT CONVINCED?
A/B TEST IT
Run a Google Experiment using your
control page and your new, faster page.
Giphy

140. LET’S ALL AGREE
TO MAKE THE WEB
A LITTLE BIT
FASTER

141. REMEMBER:

142. REMEMBER:
● No one likes a slow website

143. REMEMBER:
● No one likes a slow website
● Slow pages hurt conversions

144. REMEMBER:
● No one likes a slow website
● Slow pages hurt conversions
● Faster connections ≠ permission to add more junk

145. REMEMBER:
● No one likes a slow website
● Slow pages hurt conversions
● Faster connections ≠ permission to add more junk
● Not all connections are created equal

146. REMEMBER:
● No one likes a slow website
● Slow pages hurt conversions
● Faster connections ≠ permission to add more junk
● Not all connections are created equal
● Whether we like it or not, Google is building for speed

147. NOW THAT YOU’RE READY TO GET STARTED,

148. NOW THAT YOU’RE READY TO GET STARTED,
● Know what speed you’re starting from

149. NOW THAT YOU’RE READY TO GET STARTED,
● Know what speed you’re starting from
● Look at what your competitors are doing

150. NOW THAT YOU’RE READY TO GET STARTED,
● Know what speed you’re starting from
● Look at what your competitors are doing
● Set proper goals to improve your speed over time

151. NOW THAT YOU’RE READY TO GET STARTED,
● Know what speed you’re starting from
● Look at what your competitors are doing
● Set proper goals to improve your speed over time
● Sell page speed to your team and your clients

152. NOW THAT YOU’RE READY TO GET STARTED,
● Know what speed you’re starting from
● Look at what your competitors are doing
● Set proper goals to improve your speed over time
● Sell page speed to your team and your clients
● Pick your high priority campaign(s) to start with

153. NOW THAT YOU’RE READY TO GET STARTED,
● Know what speed you’re starting from
● Look at what your competitors are doing
● Set proper goals to improve your speed over time
● Sell page speed to your team and your clients
● Pick your high priority campaign(s) to start with
● Start the fixes you need the most (or have time for)

154. SET YOURSELF UP FOR SUCCESS

155. SET YOURSELF UP FOR SUCCESS
● Integrate page speed into your campaign launch process

156. SET YOURSELF UP FOR SUCCESS
● Integrate page speed into your campaign launch process
● Build a culture of speed

157. SET YOURSELF UP FOR SUCCESS
● Integrate page speed into your campaign launch process
● Build a culture of speed
● Track page speed over time, and compare it to conversions

158. SET YOURSELF UP FOR SUCCESS
● Integrate page speed into your campaign launch process
● Build a culture of speed
● Track page speed over time, and compare it to conversions
● Always be testing

159. MAKE PAGE SPEED
YOUR COMPETITIVE
ADVANTAGE
@chezlars #HeroConf