Companies looking to ramp up their internet marketing efforts may need to ensure their landing pages load quicker when using Google AdWords.

Writing on the Inside AdWords blog, Google’s Heather Lane said that the search engine will now take the loading times of landing pages after consumers click on ads into account when working out Quality Scores.

These scores can influence the positioning of ads on Google and its network of websites and also consider factors such as keyword relevance and the quality of content on landing pages.

Ms Lane said that in line with Google’s "fast is better than slow" principle, slower-loading pages may bring a lower score and higher minimum bids, while speedier pages could result in higher Quality Scores and lower minimum bids.

She went on to add: "Users are more likely to abandon landing pages that load slowly, which can hurt your conversion rate."

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