Publisher Guide - Go Mobile - How to optimize your content for mobile


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As the fastest growing platform to date, mobile delivers
a new experience for existing users and provides you
the opportunity to connect with millions of global users
who don’t have access to desktop computers. Grow
your business and expand your revenues with this new
channel. Many publishers are already developing for
mobile. What are you waiting for?

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Publisher Guide - Go Mobile - How to optimize your content for mobile

  1. 1. How to optimize your content for mobile Introduction How Consumers Use Mobile GoMo Action Plan Utilizing Data to Decide Content Monetizing Your Site Case Studies Site Discoverability for Mobile Sites 10 Mobile Best Practices FAQs Tools & Resources INCLUDES: PUBLISHER GUIDE
  2. 2. PUBLISHER GUIDE | 2 As the fastest growing platform to date, mobile delivers a new experience for existing users and provides you the opportunity to connect with millions of global users who don’t have access to desktop computers. Grow your business and expand your revenues with this new channel. Many publishers are already developing for mobile. What are you waiting for? The following guide is designed to provide you with a tactical approach to designing, creating and promoting a mobile-friendly site. Learn why mobile matters, get a mobile site developer resources on INTRODUCTION
  3. 3. on their smartph one loo k for local inform ation 94% act ion as a r esult oft hose people take 90% oronline, after a lo calsearch visittheb usiness, eith erin-store66% MOBILE LOCAL Source: Google/Ipsos 2012 UNDERSTANDING MOBILE CONSUMER BEHAVIOR Smartphones have become an indispensable part of our daily lives and have transformed core consumer behavior. The growing use of smartphones to search, shop, keep entertained and look for local information creates new opportunities for marketers to reach the constantly connected consumer. MULTI-TASKING MOBILE & MEDIA use their smartphone while consuming other media GENERAL USAGE REACHING MOBILE CONSUMERS own a smartp hone44% searchon their smartph onedaily 62% appsused in the la st30days 11 us eittoacc ess the in ternetda ily 66% research a product or service on their smartphone use their smartphone while listening to music search as a result of seeing an offline ad (TV, magazine, billboard, etc.) make purchases on their smartphone MOBILE SHOPPING change their minds about buying a product while in store as a result of reseaching on their smartphone use their smartphone while watching TV noticemobile ads only look at the first page of search results on their phone
  4. 4. PUBLISHER GUIDE | 4 GOMO ACTION PLAN When thinking about mobilizing your content, keep in mind that the mobile screen is a lot smaller than that of a desktop computer. Present your content in the most optimal way for mobile users – avoid squeezing your desktop layout into your mobile site. When in doubt, use real data to guide how to mobilize your site content. GOOGLE ANALYTICS Google Analytics can help with mobile optimization even before you start building a mobile site. Understanding how users engage with your content can help you make better informed decisions. For example, insights into what content is viewed on mobile devices or the types of devices most commonly used can help you prioritize resources when developing your mobile-friendly site. MOBILE OVERVIEW REPORT See how many visitors reach your site from a mobile device. The number of users accessing your site from mobile devices can be seen on the site usage tab of the comes from mobile, you may want to consider investing in a mobile website. provide you with more insight into how mobile device users interact with your website. For example, applying this advanced segment to ‘All Visitors’ will allow you to MOBILE DEVICES REPORT Segment visitor statistics by mobile device, brand, service provider, input selector (e.g., touchscreen, joystick, stylus), operating system, and other dimensions like screen resolution (all on the Explorer tab), and by the locations from which visits originate (the Map Overlay tab). Understanding your user segments will help you optimize your site for the right mobile screen. You can segment visitor statistics by dimensions such as: mobile device brand service provider input selector (e.g., touchscreen, joystick, stylus) operating system screen resolution (all on the Explorer tab) locations from which visits originate (the Map Overlay tab) CONVERSIONS BY PLATFORM AND LOCATION Using the Map Overlap tab lets you compare conversions by platform and location to understand revenue streams, as well as assess opportunities for growth. For example, you might get the majority of your revenue from an expected region like the United States or United Kingdom, but when you look at overall conversion rates, you might see superior performance in an unexpected region like Brazil or China. If you’re reaching saturation in one market but seeing signs of rapid growth in another, you can invest in those new markets (e.g., deploy new mobile servers in those regions, reallocate creative services to create ads and marketing materials for those areas, create new mobile applications aimed at those markets). USING DATA TO GUIDE CONTENT CREATION
  5. 5. PUBLISHER GUIDE | 5 GOOGLE ADSENSE REPORTS Understand the impacts of mobile on revenue from the robust reporting in your Google AdSense account. FIND OUT WHAT PERCENTAGE OF YOUR MONETIZED TRAFFIC IS COMING FROM A MOBILE DEVICE. If these metrics look like they have potential, imagine the incremental lift in CTR and page views you can achieve by placing mobile optimized ads on a mobile optimized site. 1) Log into your AdSense account. 2) Go to the ‘Performance Reports’ tab. 3) Select ‘Products’ from the left hand bar. 4) Select ‘Platforms’ from the ‘Add dimension’ button located at the bottom right of the graph. FIND OUT WHAT CONTENT USERS VIEW ON MOBILE AND EVALUATE WHICH CONTENT CATEGORY YIELDS THE BEST REVENUE. 1) Log into your AdSense account. 2) Go to the ‘Performance Reports’ tab. 3) Select ‘Custom channels’ from the left hand bar. 4) Select ‘Platforms’ from the ‘Add dimension’ button located at the bottom right of the graph. LEARN WHICH COUNTRY PAYS THE HIGHEST CPM FOR YOUR CONTENT. You may want to seek ways to grow your reach in that particular country. 1) Log into your AdSense account. 2) Go to the ‘Performance Reports’ tab. 3) Select ‘Countries’ from the left hand bar. 4) Select ‘Platforms’ from the ‘Add dimension’ button located at the bottom right of the graph. CONTINUED...
  6. 6. PUBLISHER GUIDE | 6 MONETIZING YOUR SITE One of the biggest mistakes most publishers make is building a beautiful site, then slapping ads on as an afterthought. Throughout the design process for your mobile optimized site, you should consider the type of ad units and formats that you plan on incorporating with your site. This crucial step will ensure quality user experience and maximize monetization opportunities. solutions to complement your mobile site. Many publishers are taking advantage of this today. “Our mobile-friendly site has been key to our success. It helps keep our users more engaged by giving them an optimized experience on the go.” John Li (Co-founder, “Enabling mobile platforms is fundamental to breaking down barriers in communication and has been a critical step in allowing our users to better connect with instant live video - anywhere, anytime.” Bo Yang (Founder and CEO of Veetle) “Since launching our mobile site,’s mobile experience, repurposing an existing site isn’t enough. Successful mobile sites require much simpler interfaces that are easy to interact with and navigate.” Gautam Godhwani (Co-founder and CEO of CUSTOM SEARCH ADS FOR MOBILE If you have a mobile site that provides users search functionality, you can now leverage Google’s own search ad formats. Simply pass along user queries, and we’ll deliver highly relevant ads based on what the user is searching for. Learn more about Custom Search Ads for Mobile at mobile.html
  7. 7. PUBLISHER GUIDE | 7 CASE STUDIES If you’re still unsure about a full investment in mobile, check out BabyGaga’s story. BabyGaga successfully Download the PDF ADSENSE FOR CONTENT Incorporate relevant Google ads that complement your high end mobile web content. In addition to some of our most successful mobile ad units (the 320x50 mobile leaderboard and the 300x250 medium rectangle), you can also take advantage of other AdSense ad formats like the small square (200x200) or the square (250x250). Here are some suggested ways of designing a mobile site with ads in mind. CONTINUED... PAGE TITLE PAGE TITLE CONTENT 300 X 250 PAGE TITLE 320 X 50 320 X 50 CONTENT 300 X 250 ITEM ITEM 320 X 50 PAGINATION PAGINATION List content Visible area Article page Long content Learn more about available ad units at Download our Google Mobile Ads app to your Android phone to explore the various mobile ad formats.
  8. 8. PUBLISHER GUIDE | 8 SITE DISCOVERABILITY FOR MOBILE SITES BE YOUR OWN BIGGEST CHEERLEADER drive users to your mobile site. Leverage the user base across your properties to cross-promote across desktop and mobile platforms. Remember that users want to view your content wherever they are, on whatever device they choose. SWAP TRAFFIC Trade promotional opportunities with a friend who has a web property. For example, have them promote your new mobile site to their users while you promote their new mobile site to your users. It’s a win-win situation for both of you. BE DISCOVERABLE Help search engines index your mobile site so it can be found when users are searching. Make sure to learn how search engines index mobile sites, as the methodology may not be the same as desktop sites. Did you know Google uses a separate “Googlebot- Mobile” to crawl mobile optimized sites? Learn about how you can help Google to index your mobile site: MOBILE OPTIMIZED AD CAMPAIGNS Now that you have a mobile optimized site, you should optimize your advertising campaigns for mobile. Mobile- the following aspects of their campaigns: bids, budget, keywords and ad creatives. It also allows you to reach Learn more about building a mobile optimized ad campaign at advertisers/ or this link:
  9. 9. PUBLISHER GUIDE | 9 1. KEEP IT QUICK Mobile users are often short on time, squeezing in online tasks as they go about their day. To help them, design your site to load fast and make copy easy to scan. Prioritize the content and features that mobile users need most. Use your desktop site analytics to see what mobile users are doing. Reduce large blocks of text and use bullet points for easy reading. Compress images to keep them small for faster site loading. 2. SIMPLIFY NAVIGATION No one likes to be confused. Clear navigation and, on large or complex sites, search functionality will Minimize scrolling and keep it vertical only. Use a clear hierarchy in menus and avoid rollovers. Help users navigate between levels with clear back and home buttons. Use seven links or fewer per page of navigation. Have a search box prominently available on complex sites. 3. BE THUMB-FRIENDLY devices—especially their thumbs. Design your site so even large hands can easily interact with it. Use large, centered buttons and give them breathing room to reduce accidental clicks. Pad smaller buttons to increase the clickable area. Pad check boxes by making the text clickable. 4. DESIGN FOR VISIBILITY A mobile-friendly site gets its message across without causing eyestrain. Make it easy for your customers to read—remember, they may be in a place with low light. Create contrast between background and text be read without pinching and zooming. Use plenty of negative space. Use size and color to indicate link/button priority. 5. MAKE IT ACCESSIBLE Ideally, your mobile site should work across all mobile devices and all handset orientations. Find alternatives to Flash—it does not work on some devices. Use HTML5 for interactivity and animation. Adapt your site for both vertical and horizontal orientations. Keep users in the same place when they change orientation. 6. MAKE IT EASY TO CONVERT No matter what your site’s objective is, your customers need to be able to do it with a virtual keyboard and no mouse. Make it easy to buy something or contact you. Focus on information that will aid conversion (i.e., product details). Reduce the number of steps needed to complete a transaction. Keep forms short and use the fewest Use check boxes, lists and scroll menus to make data entry easier. Use Click-To-Call functionality for all phone numbers. ke Mobile-friendly sites are designed for the small screen and the capabilities of mobile devices. But being mobile-friendly is more than things you can do to turn your site into a great mobile experience. 10 MOBILE SITE BEST PRACTICES
  10. 10. PUBLISHER GUIDE | 10 CONTINUED... 7. MAKE IT LOCAL Consumers look for local info on their phones all the time—from locating the nearest gas station to Have your address or store locator on the landing page. Include maps and directions. Use GPS to personalize when possible. Allow users to check stock at nearby stores. 8. MAKE IT SEAMLESS People now use multiple screens throughout the day. Convert as much of the functionality of your desktop site to mobile as you can to create a seamless experience. Allow users to save popular searches and shopping cart contents. Maintain key features of the site across all channels as much as possible. Display the same information for products/services. 9. USE MOBILE SITE REDIRECTS A mobile site redirect is code that can automatically tell if visitors are using a mobile device and send them to the mobile-friendly version of your site. Have your site developer implement this redirect code so your customers get the best version of your site for their needs Give users a choice to go back to the desktop site, but make it easy to return to the mobile site. Let users choose which version they prefer to see for later visits. Include key information, such as your address or a store locator, on the redirect page. 10. LISTEN, LEARN AND ITERATE Good mobile sites are user-centric, which means they’re built with input from your audience. Ask your desktop site users what they want in a mobile website and make testing and optimization an ongoing process. Use analytics to understand how people use your site. If possible, especially for complex sites, do user testing before. Implement and collect user feedback after launch. Iterate often and continuously improve your site based on your research.
  11. 11. PUBLISHER GUIDE | 11 FREQUENTLY ASKED QUESTIONS Q: My site shows up on my phone. That means it’s mobile-friendly, right? A: Not necessarily. Most sites will show up on a smartphone, but unless they have been designed with mobile in mind they may not provide the best user experience. A truly mobile-friendly site is tailored to the needs of mobile users and device capabilities. Q: A: Sure it can wait…if you’re willing to risk missing out on a ton of business. Soon, more people will be accessing the Internet from mobile devices than desktop computers1 . By 2015, mobile commerce will reach $119 billion worldwide2 . 1 Gartner, “Gartner’s Top Predictions for IT Organizations and Users, 2010 and Beyond: A New Balance,” 2010 2 Forrester Research via Google, “What Users Want from Mobile,” July 2011 Q: We built a mobile app. That’s the same thing, isn’t it? A: Mobile apps can be an important part of your mobile strategy, but the fact is, they are not a replacement for a a lot of work to update. A mobile site, however, will work on any mobile device with a browser. Q: I don’t think my customers are mobile. Isn’t that mostly for teenagers? A: Absolutely not. In the US, smartphone penetration reached 17% (age 13-17), 54% (age 18-24), 62% (age 25- 34), 53% (age 35-44), 39% (age 45-54), 30% (age 55-64) and 18% (age 65+) by the end of Q3 in 20113 . 1This is only expected to grow. 3. Nielsen, November 2011 Q: How can I tell if my clients are using mobile phones? A: Your desktop site analytics can tell you a lot about how people are accessing your site. Look for searches coming from mobile operating systems and determine what these users are looking for and where they are browsing—this will help you prioritize the right info and features when you build your mobile-friendly site. Q: How do I know if a mobile site will help my business? A: The statistics are compelling, but it’s understandable that you’d like to know for certain if a mobile site will drive business for you. Luckily, it’s not an all-or-nothing thing. You can experiment with a basic mobile site and provide learning you can leverage when you build a full mobile site. Q: How much money will I make from my mobile site? A: Return on investment will vary for each site. will be providing users in giving them an additional access point to your content. As mobile usage increases, so will your user base and revenue.
  12. 12. PUBLISHER GUIDE | 12 ADDITIONAL PUBLISHER TOOLS AND RESOURCES GOMOMETER Enter your URL into the GoMoMeter and see how your current desktop site looks to mobile users. Answer a few short questions about the site’s purpose and behavior, and you’ll receive a customized report showing how you can make your site more mobile-friendly – a great way to start thinking about your mobile design. PAGE SPEED Page Speed Online analyzes the content of a web page, then generates suggestions to make that page faster. Use this in conjunction with the GoMoMeter to get mobile optimization tips. GOOGLE MOBILE ADS Learn about Google’s mobile solutions for both advertisers and publishers. PUBLISHER SOLUTIONS Explore Google’s complete suite of publisher solutions designed to help you get the most from your content. PRODUCTS AND FEATURES Educate yourself through our Learning Center and become a Google Partner. GOOGLE MOBILE ADS BLOG Follow the Google Mobile Ads Blog to stay up -to-date with the latest mobile site trends and advice. In particular, be sure to read up on Google’s “Getting Mobile Ready” Series, which focuses on building and optimizing mobile- friendly sites. GOOGLE ANALYTICS Google Analytics can be a useful part of an ongoing test- and-optimize strategy for both desktop and mobile sites. WEBMASTER CENTRAL BLOG Keep updated on the latest news on indexing and crawling for the Google Index. In particular, be sure to read up on optimization tips for your mobile site
  13. 13. PUBLISHER GUIDE | 13 GOOGLE ADSENSE Sign up to monetization solutions for all your online assets. +1 BUTTON Integrate the +1 button to allow users to recommend your site. DOUBLE CLICK Discover total revenue management through our sophisticated ad serving platform. GOOGLE+ PAGES Creating a Google+ Page for your business allows you to easily share the right content with the right customers. Also, creating a Google+ Page automatically gives you a mobile optimized page to help you reach your customers. CONTINUED...