Google AdWords to Reward Mobile Optimization
Google AdWords, the leader in advertising publishing, has announced a new policy to encourage sites to optimize their sites for mobile platforms. 61% of users are unlikely to return to a site if it has poor mobile optimization. That should be incentive enough, but so far that has not been the case. AdWords will now charge less for pushing ads if the advertiser’s site is linked to a mobile version.
The digital agency ought to take advantage of this incentive if they are not already mobile optimized. Not only will the sites be losing potential customers, a potential that will only increase as more and more people are performing mobile browsing, but the sites may also be losing current customers. While brand loyalty may be valuable, if the site is unnavigable, then loyalty will retain few customers.
The digital agency should also see this as a positive development for Google and its search domination. A more inviting experience for the mobile user keeps him using mobile services. Google is positioned as the leader in mobile searches as well as mobile advertising and so it has the most to lose if mobile users stop their searching. This incentivizing structure should help Google keep as well as lengthen its lead in all things mobile.
This is not an entirely new policy for Google. In the past Google has punished sites that are very difficult for mobile devices. The presence of Flash on a page is the main problem as they drain batteries quickly and are slow to load. Apple’s iPhone and iPad do not have an ability to display Flash content. To help with this incentive Google last month launched a free app to help businesses optimize their web sites for mobile browsing. The potentially lower advertising fees should be enough incentive for the digital agency to make sure they are part of the mobile revolution.
Read more on the topic at ReadWriteWeb.