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
When it comes to accessibility for websites on mobile devices, it’s important that you make some changes. Searchers on mobile devices usually have:
- Immediate needs
- Short attention spans
- Small screens
That means you have to have the right information available to your customer as quickly and visibly as possible.
Below is an example from Carnation Chem-Dry Middleton, located near Madison, Wisconsin. They have done a GREAT job building their chem-dry.net website, which came with their franchise. It looks wonderful.
But here’s the thing:
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).
In this case, they’ve opted for a micro-site from Web Marketing Services at HRI
, which have mobile versions of your core service pages (carpet cleaning, upholstery cleaning, PURT, tile, etc.) by default, and it’s not hard to add more. WMS has several templates available that work well, but you don’t necessarily HAVE to get one from them.
Most website hosts will now offer a mobile friendly website, which can drastically improve your overall organic ranking and site performance in Google because they recognize the trend toward mobile.
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.
What this means for you is that if you’re paying to have someone click on your ad, you want to get as much out of that click as you can. Sending someone on a mobile device to a non-mobile friendly page can really hurt your chances of converting.
For instance, if you are running a PURT ad
, and you normally send people to your regular PURT page, it may work very well on desktop. However, if your desktop page doesn’t convert to a mobile one, you may lose out on that opportunity because the visitor gave up on finding what they wanted.
If you’re currently doing any kind of advertising online, especially PPC, you should give serious consideration to the ratio of mobile searches to desktop. That means:
- 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.