The importance of landing page load time for positive user experience is widely acknowledged. People don’t like to wait for web pages to load. Given the choice between a quick-loading page and a slow-loading page with similar content, people will naturally prefer the quick page — even if it’s only a subconscious part of their experience on a site.
Google AdWords now gives website owners one more reason to take this seriously: AdWords Keyword Quality Scores now include landing page load time. Hence, advertisers whose landing pages have long load times will pay more for keyword bids than those with faster-loading landing pages.
For more, see Google AdWords Help article “How does load time affect my landing page quality?” Thanks to Web Pro News for their post on this topic.