According to a recent study, upwards of 60% of online searches happen on mobile devices. Google now gives organic search result preference to websites that are mobile-friendly.
On top of that, with the advent of “Expanded Text Ads” from Google, you now have ads that targeted at both desktop AND mobile websites, and you can tell it which one to pick, but the ad is the same. So what would you do?
There’s a BIG Difference
- Immediate needs
- Short attention spans
- Small screens
While they’ve done a great job building the site, and it’s perfectly navigable on a desktop (i.e. ACTUAL computer) the site doesn’t naturally transition itself and adjust to be more readable on a mobile device like an iPhone or Android.
More recently, Carnation Chem-Dry has made the move to a more mobile-friendly “.com” platform (as seen below).
Why Mobile Matters
As I stated earlier, the number searches happening on mobile devices is quickly outweighing desktop searches which means that you need to have mobile versions of your web pages – especially your high-traffic pages.
Google’s new ad format, “Expanded Text Ads” increase the amount of text you can have in an ad by about 20%. While this is great in and of itself, it also makes it so you don’t have to create desktop and mobile versions of your ads. They adjust them for you based on the device doing the search, BUT you have the option of sending a mobile search to a mobile version of your page, which is what I would do.
- If you don’t have a mobile-friendly website, you need to get one ASAP. Talk to your vendor today.
- Pay-Per-Click ads (especially with new Expanded Text) are one of the most sure-fire ways to find new customers. You should be using them.
- When you start advertising on PPC, make sure you’re using mobile-ready versions of your web pages to enhance your customers’ experience and increase likelihood of conversion.