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Optimize Your Mobile Website – AdWords In Under Five Minutes

Optimize Your Mobile Website – AdWords In Under Five Minutes

ROB: Hi, everyone. I’m Rob from the
Google AdWords team. And this is AdWords
in under five minutes. This video will take
you through three steps to optimize your mobile
web experience so that you can meet the needs of
potential customers on mobile and boost your return on
investment with AdWords. Let’s get started. Our first step is to ensure the
load time of your mobile site is as swift as possible. When a mobile site or
app is clumsy or slow, recent research finds about
29% of smartphone users will immediately switch
to another site or app. Even well-designed
websites can perform poorly if customers experience
long load times. And we want to help you meet
your potential customers’ need for speed. A common question is,
how long is too long? In research looking at retail
and travel sites, 40% of users left a website which took longer
than three seconds to load. Check out the Google Developers
PageSpeed Insights tool here to find out how
quickly your site loads and to identify
ways to improve it. The tool is simple. Enter your website’s URL. And you will receive a page
speed and user experience score ranging from 0 to 100 points. And you can select
“Show how to fix” to see specific guidance
for you or your developer to improve your performance. In addition to speed, we found
that potential customers also expect to be able to find what
they need from a mobile site easily and immediately. Similar to the PageSpeed tool,
check out the Google Developers Mobile Friendliness Test to
assess whether your site meets mobile friendliness criteria,
which includes display and readable text,
using common software, sizing content so users
don’t have to zoom, and placing links
for easy tapping. Once again, enter
your website’s URL. And you’ll receive
tips and best practices to make your site
mobile-friendly. The second step is to anticipate
your customers’ needs on mobile so you can incorporate new
features and relevant content to improve your
mobile performance. For example, if the
majority of your users purchase a specific
set of products, consider making a section of the
site dedicated to best sellers so mobile searchers
can easily access these high-priority products. To drive potential
customers to the site, we recommend placing
important calls to action, such as requesting
more information or adding an item
to a shopping cart, in a prominent spot
on your home page. Another idea is to try taking
advantage of the built-in GPS capabilities of smartphones. According to research,
61% of smartphone users are more likely to
buy from mobile sites and apps that customize
information to where they are. The last step is to
review and eliminate steps to simplify a user’s flow
through your website. A step can include navigating
through multiple screens or pages to the amount of
buttons needed to achieve a goal on your website. The more steps it
takes for a user to complete a desired action,
like making a purchase, the more likely a user
is to make an error or leave your website entirely. To optimize the user
flow, think about the goal of your mobile site or app. Your main goal may be to drive
calls, store visits, sales, or form submissions. So start with that goal. And think of how you can
reduce the number of steps a user must take to reach it. If phone calls are
your primary goal, then consider displaying
a click-to-call button to make connecting
with your business a one-step process from
any page of the site. For store visits, consider
offering GPS-powered driving directions to bring
users to your business. And for sales or
form submissions, you could feature a
one-click functionality to streamline the purchase
or sign-up process. Now that we’ve looked
at tools and tips for optimizing your
mobile site, you can move onwards with
mobile performance in mind. Once you’ve made improvements
to your mobile web experience, there are three actions you can
take in your AdWords account to capitalize on
your mobile success. First is to create
mobile-optimized ads. You can customize ad
text that is especially relevant for mobile users. Once you’ve written
the special mobile ad, select the Mobile
check box to let AdWords know that this ad is
optimized for mobile devices. Second is to create
mobile-optimized extensions. Similar to the Mobile
check box for ads, you can make this
selection for extensions, like site links, which highlight
different pages of your site, and call-outs, which extend
your ads with a call to action. Lastly, you can use a
mobile bid adjustment, which increases your bid for
mobile devices by a percentage in order to reach these
potential customers as they search on mobile devices. Check out this video for
step-by-step instructions to set up a mobile
bid adjustment. Don’t forget to subscribe
to our YouTube channel. And if you have any
questions about this video, you can post them in the
comments section below. If you have further
questions, you can find us on social media,
discuss this in the AdWords community, chat to
an online specialist, or pick up the phone
and give us a call. Thanks, everybody,
for tuning in. And have a great day. [MUSIC PLAYING]

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