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.
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