The world today moves at the speed of light. Fast food, fast services, fast transportation – everything must happen at a rapid pace, or we lose our patience. A one second delay is enough to make us close a website in frustration. But, you’ve probably learned that the hard way.
Slow load time is one of the main reasons for a high bounce rate. So much so that Google claims it can decrease conversion rates by 20%. Let that sink for a second. You’ve put blood, sweat, and tears into your Google ads campaign. Your copy is witty and engaging, you targeted the right keywords, and the setup is a work of art. However, you are losing valuable leads because your landing page takes too long to load.
You know that and Google knows that. That’s why it took all the necessary measures to ensure a great user experience. Accelerated Mobile Pages and PageSpeed Insights are two of the tools available to marketers to help them speed up mobile pages and deliver outstanding experiences to their prospects.
As it turns out, Google wasn’t done yet. This October, the search engine giant pulled another trick from its tools sack. We’re talking about Google ads parallel tracking. If now is the first time hearing about it, then you should continue reading and learn how to use it because Google has made implementation mandatory to all advertisers starting the end of October 2018.
What Is Google Ads Parallel Tracking?
Google ads parallel tracking is a click tracking tool that enables you to speed up your landing page. It does that by running a third-party click tracker in the background instead of redirecting those who have clicked on your ad to your site. And, that is a significant change.
The process looked a bit different before implementing this new tool. A potential customer saw your ad and decided that your solution may be exactly what he needs. So, he clicks on it, curious to learn more. At that moment, the Google ads click tracker will load together with tracking URLs. The prospect lands on your page, browsed through your products and maybe converts.
The problem with this method is that it was slow. And, nothing can affect conversion as bad as slow load time can. The longer your customers have to wait to get on your landing page, the higher the bounce rate. And, the higher the bounce rate, the lower the chances of conversion.
But, with Google parallel tracking, prospects will get to your landing page the second they click on your ad. Meanwhile, the browser will process the URL tracking request in the background. That way, it doesn’t matter if the network connection is slower than usual; they will have no problems heading to your website after clicking on your Google ads.
If before Google parallel tracking the process required multiple steps before a user could land on your page, now it’s enough for a prospect to click on an ad to get on the landing page. Everything else happens in the background.
As the user clicks on the ad, simultaneously, the Google ads click tracker and tracking URLs load together with any other redirects you may be using. The result is a better user experience for your prospects and increased conversion chances for you.
How to implement Google Ads Parallel Tracking
Don’t worry: you don’t have to be a Google ads expert to set this feature up and start leveraging it.
Go to your Google Ads account and select All Campaigns. Click on Settings and then on Account Settings. There, you should find the option Tracking. Click on it, then choose Parallel Tracking to activate it. It’s that easy.
Don’t get too excited, though, because your work doesn’t stop here. If you want to maximize this tool and ensure its maximum efficiency, then you should pay close attention to your click measurement provider. Google announced that it would be partnering with third-party tracking companies to streamline this process. However, some of these companies might not have what it takes to handle Google’s new system. That’s why you need to ensure that your click measurement provider is compatible with parallel tracking. Otherwise, not only that the tool won’t be effective, but your landing page might go down as well.
You Can’t Afford to Ignore This Feature
Consumers abandon a page if it takes more than three seconds to load. And, don’t get us started on the numbers for mobile because they are ridiculously low. Yes, modern consumers are impatient. They have a seemingly infinite number of options that they can choose from, so they won’t hesitate to ignore the advertisers that don’t meet the basic rule of the digital world: everything must happen at a fast pace.
Implement the new Google ads parallel tracking together with other perks offered by the search engine giant to ensure a seamless user experience. You will get in return an increase in traffic rates, conversions and, possibly, ROI. It’s a good deal for all parties.
The days where you could scramble a few catch phrases together, stuff some keywords, and bait prospects are long gone. Nowadays, Google ads must meet certain standards to get to consumers. And, load time is one of the most important ones. Fortunately, Google has found a way to tackle it.
We know that Google advertising can feel intimidating. The complex setup, the lingo, the metrics, figuring out your budget, researching keywords, and bidding for your ad’s placement can make any newcomer feel a bit lost. But, help is just one click away. Get in touch with Australian Internet Advertising and let us help you with your marketing and SEO needs.