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BizReport : Advertising archives : September 26, 2011

Optimize mobile landing pages for better AdWords quality score

Want to up your AdWords quality score? Optimize your mobile landing pages, says Google, as they announce changes to ad quality scoring that will ensure consumers get the best possible mobile experience.

by Helen Leggatt

Google has introduced changes which will see mobile optimized sites performing better in AdWords. In a nutshell this means that when Google consider which ads to feature they will now take into consideration how well that ad's landing site is optimized for viewing on a mobile device in terms of load time and whether its tailored for a small screen, and so on.

Google has long considered the mobile experience of its ad clickers. Last year it started to limit ad serving on high-end mobile devices if they pointed to Flash-heavy content.

David Nachum, associate project manager at Google, said in a recent blog post "we believe that giving consumers the best possible experience on their mobile device is critically important. A poor mobile web experience can negatively shape a consumer's opinion of a brand or company and make it hard for them to engage or make a purchase."

Improve your quality score by following these five basic tips.

1. Keep it simple

The golden rule of mobile website content is "less is more". Cut out unnecessary images, or give visitors the option of whether to view them, and avoid the use of Flash.

2. Cut down clicks

Make information easily reachable without the need for excessive clicks or typing.

3. Hone the homepage

Consider what features your customers find most important and highlight them on the homepage.

4. Be finger-friendly

Touch screens are becoming more widespread. Users will be using their fingers to navigate. Make sure content and links are large and clear to make navigating the site hassle-free.

5. Test

What looks great on one device may be a complete turn-off on another, so test mobile websites on as many platforms as possible.

Tags: AdWords, Google, landing page, mobile advertising, mobile optimization, search ads

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