AlertSite Helps Advertisers Pay Lowest Google AdWords Rates
COCONUT CREEK, May 29, 2008 – A little-noticed change to Google's AdWords policy means big changes for marketers and the buyers they want to reach.
Google is now charging advertisers based on how fast their Web sites'
landing pages load. Faster sites pay less. Slower sites pay more. By
monetizing the performance of advertisers' landing pages, Google is
using economics to motivate online marketers to examine their technical
underpinnings and eliminate performance bottlenecks.
"Now is the time for online marketers to take
advantage of AlertSite's complementary trial of performance monitoring
and measurement tools, and to see–for free–how long it takes for their
landing pages to download," says Ken Gross, President and CEO of
AlertSite. "You can't optimize what you can't measure. With AlertSite's
technology, marketers can quickly identify poorly performing landing
pages, and tweak them to meet Google's new performance requirements.
And that will literally put money in the bank–and lead to a better
consumer experience, which is, at the end of the day, the marketer's
objective."
AlertSite's Adwords Landing Page Integrity Scan is available at www.alertsite.com/scanmypage
and can be used to assess the performance of any landing page. While
Google is now offering advertisers its own landing page test to show
current quality scores, AlertSite is able to deliver a more
comprehensive report to AdWords advertisers with key metrics and
benchmarking tools that show how the site stacks up.
The AlertSite report includes the following information:
- Landing Page Response Time: The time it takes the entire page to load onscreen, including all page objects such as Flash files and images
- DNS Lookup: The amount of time it takes for the Domain Name System to convert the name of a Web site to an IP address
- Connect Time: The amount of time it takes to connect to the Web site's server once the IP address has been located
- Redirect Time: The amount of time it takes for a Web page's old URL to be redirected to the current URL
- First Byte: The amount of time it takes the first unit of Web page information to load once the connection to a server has been established
Marketers can also consult with an AlertSite performance advisor who
will make sure their site and Web applications are secure and
performing optimally. The performance advisor will discuss the
marketer's unique monitoring requirements, provide a thorough overview
of AlertSite's user interface and service features, and arrange to
monitor the marketer's site at no charge, for a full month.
"Advertisers were taken by surprise by this
change to Google's AdWords policy," Gross says. "They've had no time to
assess and improve the performance of their landing pages. Those with
slow landing pages–such as those powered by Flash or Silverlight, or
with lots of graphics–could fork over much more cash per click, and
throw carefully budgeted marketing plans into the red. Conversely,
those who speed up their pages will get more clicks per dollar, and
stretch their AdWords spend."
Source: Alertsite.com