August 20, 2020

The True Impact of Page Load Speed on Paid Ads (feat. Dan Wilkinson)

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Page speed has been a big thing in SEO for a long time. But many people don’t realise that page speed is very important for paid advertising too.

Dan Wilkinson started work as an AdWords consultant, but was always deeply interested in Google Analytics. He noticed a few years ago that Google and Facebook were penalising certain advertisers without notice or reason. He started spotting patterns: the things that looked like ad fatigue in Facebook or low impression share in Google were in fact indicators of poor page load speed.

Listen now to learn:

  • The typical difference in conversion rate between 2 and 3 seconds
  • Why most web developers are ill-equipped to improve site speed
  • The difference between a ‘web developer’ and a ‘web optimiser’
  • Where the tipping point in performance now lies
  • How improving your paid speed can improve ad profitability, without changing your ads
  • Why Google has introduced ‘Core Web Vitals’, and why it matters
  • The points deduction on page speed for each incremental second in load time
  • What Google is measuring in terms of page speed and user experience
  • The three measurements Google really cares about
  • How to improve performance with lazy loading
  • Page speed advice for Shopify users
  • Page speed comments on all the main ecommerce platforms
  • Page speed challenges with WordPress
  • The fastest Shopify and WordPress themes
  • The fastest non-WordPress page builder
  • A myth surrounding Google Analytics page load time
  • Why blindly pasting tracking codes into the head of the page can slow page load time by 10-15 seconds
  • How to achieve a 98-100 page speed score
  • The page speed problems caused by video
  • What fonts improve page speed (and which ones harm it!)

Dan’s website is (notice also how fast it loads!)

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Rob Drummond

Rob is a co-host of the Maze Marketing Podcast, and specialises in content creation, ad copy and email storytelling. He has two published books, Magnetic Expertise and Simple Story Selling, affordable on Amazon.

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