How quickly your mobile site takes to load will soon impact whether people will see your Facebook ads, the social network announced.
As Facebook put it, they will consider “website performance and a person’s network connection in our ad auction and delivery system.”
Could that mean advertisers will pay more if they have slow-loading websites? That isn’t clear yet, but it will be worth watching over the coming months to see if advertisers with slow load times have to pay higher costs than advertisers with speedy sites.
To help advertisers provide faster experiences, Facebook is introducing prefetching.
This means Facebook will download mobile content (both organic and advertising) in advance.
“Today, we’re introducing prefetching – pre-loading mobile content in the Facebook in-app browser before a link is tapped,” Facebook said. “This can shorten mobile site load time by 29 percent or 8.5 seconds, improving the experience and decreasing the risk of site abandonment.”
According to a Facebook help page, prefetching works like this:
Prefetching will help advertisers in two ways, according to Facebook. It will
The big goal here is increasing ad performance and engagement. If you have an ad that takes users to a slow-loading site, that ad will most likely underperform in terms of engagement, which means you’ll pay more.
Facebook also offered five bits of advice for businesses on how to optimize their sites:
Much like Google, Facebook has been trying to make the overall mobile experience faster. On the organic side, Facebook introduced Instant Articles to provide users with articles that load super fast.
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