Why Make Your Ad Campaigns Mobile Friendly?
It has been reported that nearly one-third of smartphone users will immediately switch to another website if yours doesn’t appear to instantly satisfy their need. This figure then increases to over 64%* when they can’t see what they’re looking for or because there are too many steps to follow. When you’ve invested so much time building your ad campaign, from investigating keywords to finalising the ad creation, why is this fallout rate so high?
Quite simply, this comes down to your landing pages.
Why are landing pages so critical?
Your landing page is the sometimes the first interaction your visitor and potential customer has with your business. The expectation needs to reflect what is being offered from your ad, and if your landing pages aren’t mobile-friendly then you visitor certainly won’t be hanging around to explore further. Desktop versions of a website can sometimes be difficult to view on mobile devices, with users having to pinch or zoom in order to access content. This can be a particularly frustrating experience. With visitors more likely to abandon your site, causing you to lose customers and ultimately sales.
By comparison, a mobile-friendly site makes for readable content, is immediately usable and eases navigation.
Developments
Google Marketing Next, introduced the ‘Landing Pages’ page earlier this year to help you identify the performance of your landing pages. By utilising this new AdWords experience (being rolled out to all advertisers throughout 2017) within your ad campaign, you will be able to build a picture of which landing pages are driving the most sales and which require attention. Being able to identify the pages that generate clicks but not mobile friendly, will enable you to make adjustments to convert more ad-clicks into sales.
Mobile friendly?
Using the metric for ‘Mobile-friendly Click Rate’ you will be able to identify the percentage of mobile clicks leading to a mobile-friendly page. By detailing those landing pages which result with the most or least-friendly experiences, enables you to prioritise those pages you may want to fix. Once you have found a landing page that requires attention, run Google’s Mobile-Friendly Test in a new tab so you can review specific issues. i.e page text being too small or ‘tap targets’ too close together.
Interface limitations?
The ‘Mobile-friendly Click Rate’ is only currently available for ‘Search’ landing pages. By comparison, the ‘Landing Pages’ page provides data for Search, Display and Video campaign landing pages. Even with these initial limitations, the new developments will provide further insight into your user’s interaction and how they use your site. With so many tools now available, the key is making sure you not only capture the data but act upon your findings to optimise the ROI of your AdWords campaigns.
For further information on how Onefeed could assist with your Shopping campaigns, please call the sales team on 01202 497077 or email sales@onefeed.co.uk
