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The latest of Google’s initiatives to improve loading time for landing pages is parallel tracking.
It’s currently an opt-in service but the search engine titan is going to be making it a requirement for all pages on October 30th, 2018.
If your advertising knowledge isn’t expert than you’re probably wondering what this means for your business.
Read on and we’ll show you what you need to understand this change.
What is Parallel Tracking?
Currently, Google Ads tracking relies on a redirected URL.
The process goes like this: the user clicks on the link from Google. From there the user passes briefly to a Google Ads tracking URL and they end up on the final landing page.
For most users, this results in a delay that can be measured in literally the blink of an eye. The problem is that on slower networks, particularly 4G networks without a strong signal there can be a delay of several seconds.
Parallel tracking allows your customer to go straight through to the landing page. The tracking will run in the background.
Since mobile networks are slower than broadband WiFi it should result in a much quicker loading time for the end user while maintaining the Google Ads tracking you’re used to.
More of your customers are using mobile devices than ever before and loading time can have a big effect on your conversion rate.
End Results for Google Ads Customers
Currently, parallel tracking is an opt-in service. You’ll need to activate it in order to use it.
That will change as of October 30th of this year. If you’re using a third-party tracker make sure you contact them and ask if they’ll be upgrading. Google estimates the infrastructure change required could take up to several months.
The biggest impact for those using Google Ads to advertise their landing pages is this: studies have shown that a one-second delay on a mobile site can cause a loss of interest in the site.
No interest, no conversion.
Parallel tracking speeds up Google. Remember that most of your customers may not be super online savvy. Instead, most of them rely on split-second decisions to make purchases and that extra few seconds can result in them hitting back and trying something else.
We’d recommend opting in as soon as possible. While the end effect is still a bit uncertain, case studies have shown a clear relationship.
Faster pages sell more.
Staying on Track
If you’re not a PPC guru then this all might sound like a little bit much to take in.
It boils down to this: Google is actively working to make your Google Ads campaigns convert better by offering parallel tracking.
Google Ads forms the backbone of most PPC campaigns. Improving an essential marketing service will only make things even better for their customers.
If you’re looking for more information on how PPC advertising can help to make your landing pages bring in more customers then it’s time to contact us.
The post Google Adwords Parallel Tracking: Everything You Need to Know appeared first on Exults Digital Marketing Agency.