Google Ads, Meta Ads, Programmatic Media… There are many names of online ad platforms where companies and agencies bet their chips to attract the public, generate clicks and, ideally, convert this into sales or engagement. But what about when the site is down or facing instability?
Boby Vendramin, planner at Kakoi Comunicação, says that the site is a living organism and needs to be fed and taken care of so that it does not fail when it is most accurate:
“It is important that companies understand that the site needs to be fast, responsive and have everything updated, including plugins, in addition, of course, to security.”
In the world of paid ads, the average cost per click (CPC) on Google Ads, for example, varies a lot, but in Brazil, it is around R$1 to R$5 per click on competitive sectors such as retail and technology. Whenever the possible customer is impacted by the ad, clicks and does not have the correct answer — such as the site not opening or slow — this leads to a loss beyond the cost of the click itself:
“First, there’s the direct issue of loss of sales. Imagine someone excited about a promotion ad, click on the link and… nothing. The site doesn’t load or takes so long that the person gives up. Vendramin.
According to market estimates, large online retailers lose something between 1% and 3% of their daily revenue when their websites are down. For example, in 2022, Americanas, a Brazilian e-commerce giant, had an estimated loss of R$250 million for four days.
User experience studies show that 53% of people abandon a website if it takes more than 3 seconds to load. A Google survey pointed out that the probability of bounce (When user exits quickly) Increases by 32% if charging time goes from 1 to 3 seconds. If the site is down, that number goes to 100% of the ad’s lost clicks.
