Is My WordPress Site Speed Impacting the Performance of My Paid Advertising?

Get Your FREE Ultimate Marketing Checklist
Stop guessing on what you need to do to get found on Google.
Site speed can negatively impact paid advertising, Bauertech can help bring speed to your website

Table of Contents

The importance of Paid Advertising for the success of a company in today’s digital market cannot be overstated. People are now expecting sites to load virtually instantly as the internet has become more widely adopted. This expectation was largely brought on by the use of mobile devices surpassing desktop use in most consumer-facing enterprises.

If a page takes more than a few seconds to load, users today will almost immediately hit the back button and go on to the next result. As a result, a slow-loading site has the same effect on ad performance as it does on organic search: increased bounce rates, lower website trust, and so on. Even more aggravating, slow-loading websites lead businesses to lose money on ad spend.

WordPress site users must understand what they can do to improve their site speed and maximize their Paid Advertising effectiveness. That is something with which this post will assist you.

Whatever route brings a visitor to your WordPress site, SEO, or PPC, you must consider all parts of the user experience. And, because Google is in charge of both the AdWords and organic search products, page load time is important for both efforts.

The landing page experience of your WordPress site influences not just your Quality Score but also your Ad Rank and advertising costs, according to Google.

Why does the Speed of Your Website Matter?

The speed of your website is the first thing a prospect notices about you. And, as you may be aware, first impressions are crucial. User experience, search engine rankings, and even sales and conversions are all affected by website performance. Unfortunately, if your site takes longer than three seconds to load, 40% of visitors will abandon it. Additionally, mobile websites need to be even more responsive to maintain their visitor’s attention.

Your website’s speed is extremely critical for website traffic and your bottom line. Without a high-speed website, you’ll be pushing visitors away from becoming potential sales.

Ad Networks and Site Speed

Today, getting better results from your online ads necessitates more than just using the proper keywords and bids. Consumers expect brands to provide them with useful and seamless experiences.

Few things are more aggravating than discovering your website is taking a long time to load. Many variables contribute to performance bottlenecks and poor page speeds, but ad networks are among the most well-known problems observed recently.

Ad networks have become the internet’s curse. It has gotten to the point where Google is punishing websites that employ too much interstitial advertising or adverts that aim for viewers to download software.

Ads causing performance issues on company websites are all too typical these days. Indeed, ad impressions can earn you a considerable amount of money, and for many publishers, it is their only source of income. Still, improperly implemented advertisements or ads that have not gone through quality control can cause major performance bottlenecks that frustrate users and discourage them from returning to your website.

Best Practices to Improve WordPress Site Speed

To overcome such issues, here are the best practices to speed up your WordPress site you can employ:

Make Sure Your Images Are Optimized

Large images can slow down the loading of your pages significantly. However, there are other alternatives for compressing photos. The “Save for Web” option is available in most graphics tools, such as Photoshop. You can use Photoshop or similar programs to reduce the file size while preserving the highest possible quality. Other alternatives for image compression are TinyPNG and JPEGmini.

Make use of Gzip Compression

If your web server implements gzip compression, which is a means of substantially lowering file sizes without sacrificing quality, you can significantly speed things up. Notably, it works best with text files like HTML, CSS, JavaScript, and JSON.

Check with your web host to see if they’re using gzip on their servers right now. If your pages are still taking a long time to load, double-check that you input the code correctly — or have your website developer do it for you — and that you are not using an outdated browser.

If your site server does not use gzip, see if they have another compression method in place, or use WordPress plug-ins to make use of gzip compression.

Utilize Content Distribution Networks (CDNs)

CDNs can have a significant impact on page load time. They are simply server networks that collaborate to share the burden of content delivery. Your site is saved on multiple servers across the globe with CDNs. Users connect to the server nearest to them, which reduces the time it takes for your page to load on their device.

Reduce Your Number Of Redirects

Redirects are a great technique to send visitors to a new page you have built to replace an old one. They are a convenient way to make changes to your site without losing your “link juice,” or the value received from having a high-ranking site link back to your original page. In other words, you can make changes to your website without fear of being penalized by search engines.

Redirects have a lot of benefits in general but only utilize them when essential. Instead of establishing a new page and forwarding it, consider modifying the old page.

Cache In Your Problems

Plug-ins for your content management system, such as WordPress, might also be beneficial. You can use plug-ins specifically built to cache the most recent versions of your site’s pages. This cache eliminates the need for browsers to produce a page each time it gets displayed to visitors. As a result, your load time will lower significantly.

Keep in mind that browsers cache various data, including images and JavaScript files, for this reason. You can usually increase the duration your cache lasts by changing the settings in the template of the site you are creating. This cache implies that returning users will be able to access your content faster for longer periods.


In today’s world of digital marketing, page loading speed is essential. Thus, it is also vital that you are undertaking steps to avoid getting left behind. Taking steps to speed up and optimize your website with Bauertech will also help you gain a better, more competitive market position.

Leave a Reply

Your email address will not be published. Required fields are marked *

For security, use of Google's reCAPTCHA service is required which is subject to the Google Privacy Policy and Terms of Use.

I agree to these terms.

Get Your FREE Ultimate Marketing Checklist
Stop guessing on what you need to do to get found on Google.

— Brand Shift —

Bauertech is now
The Marketing Clerics

Bauertech is shifting its services primarily to IT Consulting. All marketing clients Bauertech previously served will now be served by The Marketing Clerics. Fully owned and operated by the same people, just a new brand!