One of the arguments I made in my presentation on site performance last year was that making small changes to your site to speed it up can make a big difference in your revenue. This was based on bandwidth savings.
However, now marketers using Google Adwords have an additional incentive to make their pages load quickly. Google is incorporating landing page load time as one of the factors for evaluating the quality ranking of an ad:
“Users value ads that bring them to the information they want as efficiently as possible. A high-quality landing page should load quickly as well as feature unique, relevant content. Fast load times benefit advertisers as well, since users are less likely to abandon a site that loads quickly.”
For companies that are spending thousands of dollars on text ads, ignoring their landing page load time could be spendy.