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Why does nobody talk about landing page load speed for Facebook ads?
I was running a campaign for a local bakery in Austin last month and their page took 8 seconds to load on mobile, so my cost per click hit $2.50 before I realized the issue. I compressed all their images and cut the load time to 2 seconds, which dropped the CPC to $0.80 within two days. Has anyone else seen ad costs fall that fast just from a speed fix?
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seth_green855d ago
Wait, are you sure it was the page load speed that dropped your CPC, or could it have been the quality score update from Google (since Facebook doesn't use that exact same metric, they use a relevance score instead)? I mean, Facebook's algorithm does reward faster loading pages, but it's more about how it affects the user experience and completion rate than a direct score like Google Ads has. For example, if someone bounces quickly because the page takes forever, that tells Facebook the ad wasn't that relevant, so they charge more. But you still saw a big drop, which is cool, but just wanted to point out that the system works a bit differently than some people think.
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