Google AdWords will have something new to offer, sometime next week. As they said on their official blog:
“As part of our continuing efforts to improve the user experience, we will soon incorporate an additional factor into Quality Score: landing page load time.” Loading time is the amount of time it takes for users to see the landing after clicking on an advertiser’s link. It can be a very important aspect to analyse the loading time since that would help in determining whether ad links’ convert into a successful campaign or not.
Google points out two reasons on why they are doing this:
“First, users have the best experience when they don’t have to wait a long time for landing pages to load. Interstitial pages, multiple redirects, excessively slow servers, and other things that can increase load times only keep users from getting what they want: information about your business. Second, users are more likely to abandon landing pages that load slowly, which can hurt your conversion rate.”

There are many factors that determine loading time of landing pages, and all of these contribute to the ultimate object of ad units, that is to bring the user to the information they want when they click on the link in the ad units. AdWords users will have one month to review their site before AdWords make the necessary adjustment and eventually incorporate the landing page loading time into AdWords users Keywords’ quality score. Loading time analysis and its data will be available in the keyword analysis page of AdWords’ accounts.