by Angela Jones, Digital Media Manager
With the recent introduction of Enhanced Campaigns for AdWords, the importance of mobile website optimization is clearer than ever. We’ve been aware of the changing landscape of search behavior across devices since smartphones and tablets were introduced, but now that Google has taken the step to tailor campaigns to simplify management across multiple devices, we’re encouraged to again ask the question: “Is your website mobile-friendly?” If new Enhanced Campaigns are partly designed to increase the adoption rate of mobile advertising, we need to address what is, arguably, the most important component of the ad: the landing page.
An ad’s landing page for a mobile device should effectively display content that is most desired by consumers on the go. The page should be fast, legible, brief and, in many cases, should satisfy local search intent like the below Domino’s Pizza example offering the ‘Find a Store’ option.
There is a general consensus across recent studies that advertisers who have created apps have yet to launch a mobile version of their website. The amount of planning, research, and budget required to create a mobile-optimized landing page can often serve as a deterrent to the creation of a mobile site. Many companies are unaware of some simple and inexpensive options that exist out there such as GoMo by Google. Similar to solutions like FiddleFly and DudaMobile, GoMo provides businesses with a free (for the first year, $9/mo. thereafter) mobile optimization tool with a customizable layout. You can visit HowToGoMo.com and enter your website’s URL into the GoMoMeter to see what your current site would look like on a smartphone. GoMo then provides you with a report on what’s working and what you can do better. From there, you can build your site with one of their easy site building templates within a matter of minutes. Once your mobile site is ready, we can put it to work by implementing it into our overall campaign strategy that allows us to use the new Enhanced Campaign device targeting opportunities to the fullest.
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