A slow site has dire consequences. First and foremost, it can ruin the user experience, hindering your ability to make sales. When you’re spending money on clicks, you want every visit to count.
If visitors can’t do what they want on your site because it’s slow, that’s bad for them — and Google won’t stand for it.
It’s important to know that a slow website can hinder your PPC performance, and Google AdWords makes this clear.
In my January column for Search Engine Land, I explore this concept more, and offer up an interesting case study on the matter of site speed and PPC.