No matter the device, landing pages are where you make a first impression on site visitors. Google AdWords now has a feature to help advertisers determine if they’re making the ideal first impression.
Google AdWords Rolls Out “Landing Pages” Insight
In late August, AdWords announced the roll out of “Landing pages” as part of the new AdWords experience (which we’ll address later in the article). The “Landing pages” feature is a tab within ad campaign management, and provides insight into how well your landing pages are performing.
“Landing pages” is a way to follow up your targeting and creative efforts. Sure, it’s great if you get users to click on ads, but what happens afterward? According to AdWords, 64 percent of smartphone users leave one website for another if the first one has too many steps or doesn’t quickly show them the information they want. A site that isn’t mobile-friendly could be costing you business, and “Landing pages” is a way to figure that out.
The feature tells you which URLs are mobile-friendly, which URLs drive the most sales, performance metrics (clicks, cost, conversion rates, etc.) and which URLs need attention.
For example, if a page gets lots of clicks but doesn’t register as mobile-friendly, you can focus there to turn more of those clicks into sales. Further, you can access your mobile-friendly click rate, which tells you how many clicks go to a mobile-friendly page, and run a test for mobile-friendliness.
We mentioned earlier that “Landing pages” is part of the new AdWords experience. Currently in the beta stage, the new AdWords experience promises to be built for businesses to help them reach goals, save time and get more done.
By providing the right data and reports, it takes the guesswork out of managing your campaigns. Simple campaign management tools make it easy for you to plan and implement strategies.
What Does it Mean to be Mobile-Friendly?
It’s important to understand the experience your landing pages provide. Not only can it make a difference to the number of sales you end up securing, but it impacts your ad rank and therefore your CPC and position in the ad auction.
One very important aspect of this is mobile-friendliness. People are spending more and more time on their smartphones, and a site that doesn’t translate from desktop isn’t going to get much attention. Beyond fitting well on the smaller screens, sites need to display clear navigation and make interactive areas large enough for fingertips.
Let’s get into more detail about what it means to be mobile-friendly. On a desktop computer, websites and pages might have their most important information in a header, in a sidebar and somewhere in the upper left-hand area of the body content.
In a mobile environment, room doesn’t exist for such a diverse layout. The most important pieces of a website or page should be displayed in a vertical layout, allowing the users to simply scroll up and down. Along with this, interactive features, like buttons or fields, should be easy to see and large enough that users don’t have to zoom in to use them.
Find out if your sites are mobile-friendly or not by using tools from the leading search engines. Both Google’s Mobile-Friendly Test and Bing’s Mobile Friendliness Test Tool only require you to enter a URL. In return, the tools will let you know about factors keeping a site from being mobile-friendly, such as interactive elements being too close together, text being too small and content/layouts not fitting well on the mobile screen.
Being mobile-friendly goes beyond how your site looks on a mobile device. Advertisers must understand that people use their phones to shop in “moments” rather than lengthy sessions (as they might on desktop). Whether they’re looking for ideas, determining which product is best for them or making a purchase, users want information and processes to be fast, concise and simple.
Google suggests considering three things when building a mobile-friendly site:
- Make it easy for customers to complete their objectives, from simply visiting a site to making a purchase.
- Measure a site’s effectiveness by how easily users complete the common tasks specific to your site.
- Use a mobile template, theme or design that will work across all devices by using a responsive web design.
Google also recommends not implementing a mobile site on a different domain, subdomain or subdirectory from the desktop site. Finally, Google encourages looking at similar and competitor sites for inspiration rather than working in isolation.
Your landing pages need to back up the promises of your ads, and “Landing pages” may help you figure out if they’re doing just that. Ensuring your pages are mobile friendly is a great place to start when crafting the optimal experiences for your customers.