Google is responding to the surge in mobile web traffic by adding website optimization to the list of factors it uses to serve mobile ads. According to Google, paid search campaigns utilizing mobile-optimized pages, “will generally drive more mobile traffic at a lower cost. ”
Mobile internet usage is growing at an astonishing rate. According to Cisco’s Global Mobile Data Traffic Forecast, global mobile data traffic will increase by a factor of 26 by 2015. That’s a jump from 0.24 exabytes per month (in 2010), to 6.3 exabytes per month. (An exabyte is 1 billion GB). Cisco’s report also projects the number of users only surfing the web via mobile device will swell to more than 780 million by 2015.
Some takeaways from the article:
- 61% of users are unlikely to return to a website that they had trouble accessing from their phone
- Last year, we [Google] began to limit ad serving on high-end mobile devices if they pointed to landing pages with Flash-heavy content
- Ads that have mobile optimized landing pages will perform better in AdWords