Google Adwords has added the load times of the destination url to the quality score. What this means? I think there may be a rash of servers being upgraded, conversion of dynamic pages to flat html and a lot of attention to graphic load times, sequence, preloads etc.
Google’s metric does take into account the general region that the site is located in and compares it to the average of the site load time in that area. This will help to even out the difference caused by connectivity.
Load time to be incorporated in Quality Score
As we strive to continually improve the user experience, we’ll be adding a new element to Quality Score: landing page load time. Waiting a while for a page to load isn’t a positive experience and can hurt your conversion rate if users decide to abandon your site. To learn more about this change and where you’ll be able to see your load time evaluations, see our Inside AdWords blog post.