Optimise ads for Google’s CWV

New Ideas in MarketingEssential news for marketers, summarised by YouGov
February 05, 2021, 12:25 PM UTC

With Google updating its search algorithm to incorporate Core Web Vitals (CWV) in May 2021, advertisers need to optimise ads accordingly.

According to Google, CWV is a set of metrics related to speed, responsiveness and visual stability, aiming to offer a more user-friendly browsing experience, while helping site owners measure user experience on the web. The search engine giant will consider factors like loading performance, Visual Stability and Interactivity while ranking publishers.

Marketers should start optimising content and adverts for Google’s CWV updates to be better prepared for the upcoming algorithm changes. They should consider traditional “sticky footer” ads because it is versatile and ensures revenue, irrespective of the device type or browsing behaviour.

Using lazy loading feature can help publishers deliver a smooth, quick-loading web page. They should also consider improving their website’s loading speed for mobile devices to enhance overall performance and user experience.

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