Google has announced it will be including the mobile optimization of a website as a factor of ads quality for AdWords campaigns that are driving mobile search traffic. In short, ads that have mobile optimized landing pages will perform better in AdWords in that they will generally drive more mobile traffic at a lower cost, Google said.
Google has been moving in this direction for at least a year. Several months ago it began to limit ad serving on high-end mobile devices if they pointed to landing pages with Flash-heavy content. Also, in general, it makes sense that mobile optimized websites perform better on mobile devices.
But there are nuances to such strategies that may prompt some firms to invest elsewhere - before that is, Google made its preference so apparent.
For example, toy company Lego recently ran a mobile banner ad campaign in the Singapore market that experimented with two separate landing pages: a 30-second video running on Google’s mobile ad network and a mobile-optimized website. It was the former that appeared to perform better, Mobile Marketer reported, with the company noting a 1.3% CTR. Lego saw a 1% CTR for the mobile site.
Some 10.65% of users clicked to be taken to other pages when prompted to learn more about the products on the ad, Mobile Marketer also reported. In addition, viewers watched the 30-second video clip for an average of 23 seconds.