The best consumer experiences on mobile devices happen on websites that are designed for mobile. We all know the difference that sites designed for mobile make in pure usability – they are designed for the smaller touchscreen, making it easy to find what you are looking for and interact with. We believe that giving consumers the best possible experience on their mobile device is critically important. A poor mobile web experience can negatively shape a consumer’s opinion of a brand or company and make it hard for them to engage or make a purchase. A recent study which asked users about the performance of mobile websites found that 61% of users# are unlikely to return to a website that they had trouble accessing from their phone.
Last year, we began to limit ad serving on high-end mobile devices if they pointed to landing pages with Flash-heavy content. This was an initial step taken to improve the experience for mobile users. In the coming weeks, we will be introducing the mobile optimization of a website as a new factor of ads quality for AdWords campaigns that are driving mobile search traffic. As a result of this change, ads that have mobile optimized landing pages will perform better in AdWords — they will generally drive more mobile traffic at a lower cost.
We encourage you to visit the website for your business on a mobile phone, and experience your site as your customers do. If your site is not mobile optimized, we are committed to helping you get started. We recently launched a free Google Sites tool to help you create simple mobile pages. Here is a webinar that has useful best practices for mobile sites. There are case studies from businesses who created successful mobile sites, and a series of blog posts (1, 2, 3) with tips on how to build a mobile friendly site. These are some resources that can help businesses get started.
Stay tuned to the Google Mobile Ads blog for news of upcoming events and initiatives related to mobile site optimization.
Posted by David Nachum, Product Manager, Mobile Ads