One of the essential components of a successful digital presence for a business is the page loading time. Though it might seem like a trivial issue to some, it has enormous implications. According to recent studies, 40% of users abandon a website that takes more than 3 seconds to load and a 1-second delay in page loading time can reduce conversions by up to 7%. All service providers are striving to reduce the page loading time to a minimum and are introducing new upgrades to facilitate their efforts.
Google introduced tools such as Page Speed Insights and Accelerated Mobile Pages, to help mobile advertisers offer faster experiences. Another similar latest offering from Google is Google Parallel Tracking Adwords. Earlier, this used to be an optional feature for Google search and shopping ads campaigns.
What is Parallel Tracking?
Parallel Tracking has been offered as an alternative to traditional click tracking that is being provided by Google. It reduces page loading times significantly. This is accomplished not by redirecting the user but instead by running third-party trackers in the background. With the help of Google parallel tracking, users will be able to access the landing page immediately after clicking the Pay Per Click Advertising. The browser will process the URL tracking requests in the background. This feature comes particularly handy when the user is running a slow internet connection. By reducing the page load times, Parallel tracking adwords enables more users to access a web page faster. This cuts the waste spending on a Google Ad Words campaign and increases conversions. This feature becomes more crucial in the light of the revelation by Google that an increase in page load time from 1s to 5s increases the bounce rate by more than 90%.
How Parallel Tracking changes the page loading process after clicking an ad
A comparison of the page loading process after clicking an ad would explain how Parallel Tracking changes it. Before the entire process begins, an advertiser uses the Google Keyword Planner to identify the most searched PPC Keywords and then design an Adword campaign around it. Once the Dynamic search ads go live, the following process takes place: –
- Without Parallel Tracking Adwords
- The Customer clicks on an ad.
- Google Ads Click Tracker loads.
- Tracking URL Loads
- Additional Tracking URL Loads (if possible)
- Customer gets to see the landing page
- With Parallel Tracking Adwords
- Customer clicks on an ad
- Customer gets to see the landing page
While the user browses the landing page, the Google Ads Trackers, Tracking URL, and additional tracking URLs load in the background. This allows the user to have a seamless browsing experience and the advertiser enjoys the benefits of higher conversion and reduced bounce rates.
What does it mean for businesses?
There are several benefits that businesses can avail by enabling Google parallel tracking in their Adwords account. The primary purpose behind pay per click marketing for any company is to attract customers towards its website immediately through parallel tracking adwords. Search Engine Marketing is a time-consuming process that starts delivering results only after a while. In the meanwhile, a business invests a significant amount of time and resources in developing an online advertising campaign using google search. The actual benefits of pay per click advertising can be realized only when the user can get to the landing page within two seconds.
Attracting PPC traffic to a web page requires the user to click on an Adwords advertisement. Every click results in an expense for the advertiser. So, if the page does not load on time and the user abandons the search in the meanwhile, the whole efforts of the ad campaign goes to waste.
With the help of Goggle parallel tracking, businesses can now offer a better user experience for their prospective customers online. By cutting out the long wait involved in tracking redirects, Google parallel tracking ensures that the user can access the landing page quickly. For the advertising business, it means that the chances of taking the desired action by the user are significantly increased with parallel tracking Adwords.
Reduction in loading times is essential for successful PPC advertising on Google; otherwise, more than 50% of the users will abandon the website even before it loads. That is too large of a chunk of potential customers to lose out for something which can be addressed quickly.
What does it mean for PPC Advertising Companies
Many businesses outsource their Google PPC campaigns to expert PPC advertising companies. As these companies have significant experience in using AdWords keyword planner and other essential tools to generate PPC traffic, they offer quick results for the client with a sound pay per click strategy. But to be able to retain the client, these PPC advertising companies need to deliver results. No matter how expertly the campaign has been designed, it will lead to a blank if the landing page does not load on time.
Parallel Tracking Adwords can help the PPC advertising companies achieve the desired results for their clients effortlessly. By reducing page load times, goggle parallel tracking works wonderfully to cut down on the bounce rate and to increase the conversion chances.
As Parallel Tracking has become mandatory since 30th October 2018 for all Adwords advertisers, it is essential to ensure that your third-party vendor has made the templates compatible with parallel tracking Adwords. On its own Google is working closely with all the major players, so most likely your business is already covered. But in any case, double-checking with your vendor is essential. Google has provided an implementation checklist that must be referred to before making the switch to Google parallel tracking. It is an excellent feature that can help increase the profitability of your business through reduced bouncing rates. So, parallel tracking Adwords is essential to make sure that your advertising campaign and the landing page are compatible with it.