How does this affect existing Pay Per Click accounts? The cost per click is determined by two things, the number of competitors (and the amount they are bidding) and the respective quality scores. The quality score for an adword has historically been determined by its relevance to the ad text in tandem with the text on the site. Now Google is including page load time in the quality score.

For Google's users this is great news. Nothing is more frustrating to a user than waiting for a page to load. For companies it means that walking the line between fast loading pages and rich content has become even more important.

At CBi, we focus on the user’s experience during all planning, design and implementation phases, balancing client business goals with content presentation methods, emphasizing the right balance for your site. Page load time and rich content are areas that require educating the client in many cases, so you can make informed choices on what success looks like for your online presence.

As a company with employees that are Google AdWords Qualified, we are very pleased to hear that Google is now including page load time as a success criterion in their analysis.