How Google speed update affects PPC

Google Page Update Algorithm

On July 18, 2018, Google has announced a new ranking algorithm that downgrade search ranking position of really slow website. Page speed will be ranking factor on mobile devices. Speed update, will only affects websites that delivers the slowest browsing experience to users.

It should not come to a surprise that speed is a super important for average users. According to Google, 53% of mobile users will leave a page that takes more than 3s to load.

Average page load times and bounce rate
Google/SOASTA Research, 2017.

How does it impact PPC

If you are working on slower website, you might observe and uptick on your paid mobile traffic, as your organic traffic take a hit and users go through an Ad instead. Keeping an eye in analytics on your mobile traffic is important to see if taken a hit as a result of Google’s Speed Update.

I recommend optimizing your website for mobile devices, wether if you are affected by this update or not. To help you with that, Google has a couple of handy free tools to evaluate your page performance.


Lighthouse is an open-source, automated tool for improving the quality of web pages. You can run it against any web page, public or requiring authentication. It has audits for performance, accessibility, progressive web apps, and more.

You can run Lighthouse in Chrome DevTools, from the command line, or as a Node module. You give Lighthouse a URL to audit, it runs a series of audits against the page, and then it generates a report on how well the page did. From there, use the failing audits as indicators on how to improve the page. Each audit has a reference doc explaining why the audit is important, as well as how to fix it.

Awad Abdelgayoum
Solving digital marketing challenges by using technology and science.