I have been managing Google AdWords accounts for around thirteen years. This depth of experience has given me a unique point of view.
Here are a few nuggets to share with you on the topic of mobile.
1. Advertising in the mobile space has to be a part of your Google AdWords strategy. For some clients all leads will come in via mobile, for others just a part, and for some none.
2. If you are a lawyer, dentist, or a doctor where you have a mix of patient age groups, you will see strong activity in the mobile ad space and strong conversion activity there.
3. If your product or service deals with immediate decisions such as an animal emergency room your activity will be in the mobile ad space and nearly all of your lead conversions will be by phone.
4. Even if your business is tech software, know that although you may not get leads from mobile, early decision making and research is being done initially on mobile. It is better to control your ad spend on mobile in that case instead of totally moving out of mobile.
5. There is no single combination of what works best for businesses in mobile at this time and there does not seem to be one pattern of behavior that is repeated across diverse industries. What I have definitely seen is that mobile should be a very important part of every AdWords program.
No offense intended, but to not be paying attention to your website load time is simply not smart in the world of Google today.
This is why knowing and working to improve your page speed and site load time is crucial.
Google has a new tool called “Google Test My Site”. This online tool will test your URL, compare your site to others, give you a rating, and even give you a free report and recommendations to follow to improve your speed.
Google says that your site will lose one-half of all your visitors while the page is loading. Know that 70% of visitors globally are surfing the web on 3G or slower speeds until 2020. Want more business? Speed up your website!
Google sent me an interesting tool this past week and I wanted to share it with you. You can view and use the mobile impact tool online https://www.thinkwithgoogle.com/feature/mobile/. This tool allows you to measure the speed and monetary impact from the speed of your clocked website with just a few additional insights about your average sale, website traffic, and conversion rate online.
Not only is Google getting serious about letting website owners know that page speed on mobile device impacts sales, but they provide the tool to help you understand that even improving your site by a second can improve your sales results; and now you can see that in monetary terms.
This focus on mobile impacts not just e-commerce stores, but informational websites. Although the key focus and significant impact is to those that make their living selling products on the web.
Don’t tear your hair out, although Google says speed is important, the do provide additional details.
“Google today announced a new ranking algorithm designed for mobile search. The company is calling it the “Speed Update,” and it will only impact a small percentage of queries, Google reiterated to us. Only pages that “deliver the slowest experience to users” will be impacted by this update, the company says.”
My recommendation is that if you are selling online – start your focus on speed. And if you are really in the service or consulting business, know that speed is important and should be a strong focus when you do a website redesign.
This past month, my husband’s identity was stolen and my access to our bank account was hacked. In my husband’s case a credit card was opened in his name. In my case my online bank user name, password and PIN was used to raise credit limits and then steal over $3,000 from our checking account.
Our bank took care of the matter, but what was problematic was just how robbers got access to my own personal online access information. The only thing we can think of is that I was using mobile banking features and may have accessed my bank while I was connected away from my home base.
As a result, here are the things that I have done to improve my smartphone security.
1. My entire family now uses on their mobile devices face or voice recognition biometrics to access our most important bank. For our other bank, we use two step verification. All family members use two step verification via text messages to smartphones to access bank accounts online through desktops.
2. My entire family now has withdrawal, deposit and transaction alerts set up for banking, savings accounts, and credit cards. The focus is to catch robbers early before too much damage has been done.
3. I personally am using NordVPN which ia a subscription base security tool for my smartphone that encrypts my communication on mobile data or when I am connected to any Wi-Fi hotspots out of my office. This will be especially important to me as I will be traveling in the months to come and this secure tunnel will allow me to encrypt data I exchange on the internet, geomask my location as well as to prevent eavesdroppers from snatching my user names and passwords.
Stay safe when you are online with your smartphone and encourage your family members to embrace new levels of mobile security to prevent the headaches that happened to us.
Just this past week Google announced that it was ramping up its organic sorting algorithm to enhance placement for mobile-friendly websites. The flip side of that is that sites that are not mobile-friendly will be getting pushed down in the listings.
Google did not a big caveat… If the site that is not mobile-friendly is the most relevant to the search query , it, the not mobile-friendly site may still be preferentially shown.
In lay terms, this announcement means that Google is totally jacked up on mobile and it is big business for them based on search trends and user demographics. Google has simply stated that having a mobile-friendly website is now no longer an after thought, but the new way to do business on the web.
What I know is that when Google says something, you’ve just got to listen. With many of our clients having over 50% of their website traffic from smartphones and more than 50% of AdWords clicks coming in from mobile devices, you’ve got to embrace the mobile experience. It is here to stay.