Google to Start Factoring Mobile Optimization into AdWords Performance

Google has always been about creating the best user experience on mobile devices and has taken broad steps to encourage publishers to optimize effectively for mobile users as well. For AdWords advertisers wanting to reach mobile screens, how you optimize your site or landing page plays a huge role in how and where your ads …   Read More

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Google has always been about creating the best user experience on mobile devices and has taken broad steps to encourage publishers to optimize effectively for mobile users as well.

For AdWords advertisers wanting to reach mobile screens, how you optimize your site or landing page plays a huge role in how and where your ads are displayed.  Last year, for example, Google started limiting ad serving on high-end mobile devices if they pointed to landing pages with Flash-heavy content.  Likewise, the search giant announced today via its “GoogleMobileAds” blog that it will introducing the mobile optimization of a Website as a new “ad-quality” factor for AdWords campaigns that are driving mobile search traffic.

What this means is that ads that have mobile optimized landing pages will perform much better in AdWords compared to sites that retain their PC-based design — meaning they’ll drive more mobile traffic at a lower cost.  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, proving once again how important having an optimized mobile presence really is.

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6 comments

  1. deanjackson331

    I have been quite successful using 10-20 keywords per ad grouping. Really, any more keywords than that and you’ll most likely damage quality score and decrease your sales. I get quite aggressive in terms of increasing conversions by continually building out new groupings based on the competitors. Below is my contact info, email me (or give me a quick call), and I’ll spend time with whomever brainstorming a few other quick ways you could increase ROI in your account. My email is simon.b@resultsdriven.org or my cell is 302-401-4478.

  2. Mary W. Amato

    This is true and the product is the soon to be universal mandation of enhanced campaigns for adwords. Not only mobile factors will determine your quality score, but tablet will also have an effect. I hope that my adaptive design optimization as well as adcopy variations will maintain a healthy CTR and conversion.

  3. ATV'S McAlester

    I own and operate a Honda Motorcycle Dealership and my demographic of people is definitely using moble as a way of shopping. I see people on a weekly basis using their phones to shop for a motorcycle. It has changed our business model, we have reduced our margins substantially which of course lowers our prices. Our volume has gone up because we are converting more of the people that used to come look then get on their phone and go elsewhere. Mobile will continue to grow based on what I'm seeing.

  4. Art Gardner

    Mobile is what people are using the most. I own and operate an air conditioning business and the majority of my calls are now being generated via mobile.

  5. JMango

    Google is on the right track here. Mobile is definitely the next big marketing channel and marketers and webmasters have to be able to serve customers in mobile in the best possible manner.

  6. Karen Madson

    Mobile browsing is growing at between 150-200% per year, by delivering lower costs for sites that are optimized for the mobile experience Google is doing everything they can to make sure the growth continues and thus their dominance in search. Google faces a real threat from Facebook taking over their dominance and becoming the center of the internet.

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