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The AdSense
Guide to
Mobile Web
Success
Mobile Web Best Practices
Mobile Web
Best Practices
21%
of internet users globally
only use their smartphone
to access the internet.
Google Search has adapted its algorithms
to help users find mobile-friendly web pages
and apps. Mobile is critical to your business,
and will continue to be, so make sure
visitors have a good experience on your
site when visiting from their mobile devices.
Leverage these best practices to provide
your visitors a good user experience and to
make most of your mobile traffic.
Mobile Web Best Practices
61% of people will leave a mobile
site if they don’t see what they are
looking for straight away
Mobile Web Best Practices Source: 2014 Google Consumer Barometer
Tip #1
Make it easy for your
users
Step 1
Step 2
Step 3
Ease of use Touch friendly Font size
•	Include logo or company name on every
page that links back to the home page
•	Reclaim space by hiding the URL bar
•	Configure the viewport & Size tap targets
Mobile Web Best Practices
Many publishers have trouble
identifying areas of their sites that
need work.
Mobile Web Best Practices Source: Google Mobile Ads Blog 2012
A B C
Tip #2
Test your site
Pick the metrics that are most
important to you and your users
and experiment with them
Social Sources
•	 Shares
•	 Page Speed and load
time
•	 Engagement
Direct Traffic
•	 Page Speed and load
time
•	 Time on site
•	 Page views per visit
Consider looking at metrics like:
Mobile Web Best Practices
From smartphones and tablets to
laptops and television, 90% of all
media interactions today are on
a screen. Businesses that allow
users to interact with their brand
across all platforms and on all
devices are able to generate more
engagement.
Source: https://www.google.com/think/
multiscreen/start.html
Mobile Web Best Practices
Tip #3
Be consistent across
screens
Make it easy for your users to find
what they’re looking for no matter
what device they’re using
•	 Web Fundamentals: Best practices for a
great multi-device web
•	 Multi-screen Guidelines Overview
Mobile Web Best Practices
74% of people will abandon a
mobile website that takes more
than 5 seconds to load
Mobile Web Best Practices
Tip #4
Make it fast
Source: Akamai.com and Gomez.com
•	 PageSpeed Insights: A free tool that
analyzes the content of a web page
then generates suggestions to make
that page faster.
•	 Device Mode and Mobile Emulator:
Device mode brings the insights of
mobile testing to your browser tab
through the power of mobile emulation
•	 Make images zoomable on tap or
pinch to zoom & use lazy loading
Mobile Web Best Practices
Mobile Web
Ad Placement
Best Practices
The placement of your ads is
important. Focus on creating
a flow between your content
and the ad placements for the
ultimate user experience. Consult
your analytics data to set events
and understand where your
users are most receptive.
Mobile Web Best Practices *Above the fold (ATF)
Tip #1
When using enhanced
features in text ads,
decrease accidental clicks
by moving the ad units
a minimum of 150 pixels
away from content
Tip #2
Peek ATF* for a great UX
while maximizing revenue
potential
Tip #3
Potential eCPMs increase
when you swap 320x50 for
320x100 ad units
Tip #4
Anchor social links to
make sharing easy
Tip #5
Use the 300x250 ad unit
for a potential increase in
fill rates and eCPM
320x100
300x250
300x250
Mobile Web Best Practices
Mobile Web
Ad Format
Benefits
Your site is designed for your
mobile users, and your ads
should be too. The next section
will cover the various ad sizes
and formats specific for your
mobile site.
Mobile Web Best Practices
Responsive Ads
•	 Optimize ad size to screen size
•	 Works seamlessly with your
responsive site
Mobile Web Best Practices *Available for select publishers
In Stream
Grid
Below Article
Native Ads*
•	 Ads that complement the
content of your site
•	 Focus on both apps and web
Mobile Web Best Practices
Page Level Ads
Anchor Ads
•	 Smooth, dismissible, smart
•	 Reserved for high CPM ads
•	 Ads truly stick to the bottom of
the page
Mobile Web Best Practices
Page Level Ads
Vignettes
•	 Appear between page
navigation
•	 Reserved for the highest paying
impressions
•	 Ad is pre-loaded
•	 Doesn’t slow the user
experience on the page
Mobile Web Best Practices
Mobile Web
Engagement
‘Push notifications’ and
‘Add to Home Screen’ allow
users to build deep, engaged
relationships with the mobile
experiences they love. Take
advantage of these advanced
features directly on the web
without the friction associated
with installing an app.
Mobile Web Best Practices
Push Notifications
•	 Timely, personalized
notifications
•	 Make it easy to return to your
site
•	 Increase frequency of
engagement with your users
Mobile Web Best Practices
Add to Home Screen
•	 Single tap to access your site
•	 Keep your users engaged
•	 Build your brand
Mobile Web Best Practices
Find out more
about AdSense
for mobile
Mobile Web Best Practices
Design
•	 Principles of Mobile Web Design:
Delight users and drive conversions
•	 Mobile Ads for Branding
•	 Mobile SEO Best Practices
•	 Optimize images for performance
improvements
Development Tools
•	 Network Panel: The Network Panel
helps you answer questions about
the network performance of your web
application
•	 Google News Lab: Tools, data,
programs and experiments
Mobile Web Best Practices
Thank you!
For additional resources about
mobile web and how you can
grow your multi-screen audience,
visit the AdSense Blog, G+ and
Twitter pages.

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Mobile Web Best Practices

  • 2. Mobile Web Best Practices Mobile Web Best Practices 21% of internet users globally only use their smartphone to access the internet. Google Search has adapted its algorithms to help users find mobile-friendly web pages and apps. Mobile is critical to your business, and will continue to be, so make sure visitors have a good experience on your site when visiting from their mobile devices. Leverage these best practices to provide your visitors a good user experience and to make most of your mobile traffic.
  • 3. Mobile Web Best Practices 61% of people will leave a mobile site if they don’t see what they are looking for straight away
  • 4. Mobile Web Best Practices Source: 2014 Google Consumer Barometer Tip #1 Make it easy for your users Step 1 Step 2 Step 3 Ease of use Touch friendly Font size • Include logo or company name on every page that links back to the home page • Reclaim space by hiding the URL bar • Configure the viewport & Size tap targets
  • 5. Mobile Web Best Practices Many publishers have trouble identifying areas of their sites that need work.
  • 6. Mobile Web Best Practices Source: Google Mobile Ads Blog 2012 A B C Tip #2 Test your site Pick the metrics that are most important to you and your users and experiment with them Social Sources • Shares • Page Speed and load time • Engagement Direct Traffic • Page Speed and load time • Time on site • Page views per visit Consider looking at metrics like:
  • 7. Mobile Web Best Practices From smartphones and tablets to laptops and television, 90% of all media interactions today are on a screen. Businesses that allow users to interact with their brand across all platforms and on all devices are able to generate more engagement. Source: https://www.google.com/think/ multiscreen/start.html
  • 8. Mobile Web Best Practices Tip #3 Be consistent across screens Make it easy for your users to find what they’re looking for no matter what device they’re using • Web Fundamentals: Best practices for a great multi-device web • Multi-screen Guidelines Overview
  • 9. Mobile Web Best Practices 74% of people will abandon a mobile website that takes more than 5 seconds to load
  • 10. Mobile Web Best Practices Tip #4 Make it fast Source: Akamai.com and Gomez.com • PageSpeed Insights: A free tool that analyzes the content of a web page then generates suggestions to make that page faster. • Device Mode and Mobile Emulator: Device mode brings the insights of mobile testing to your browser tab through the power of mobile emulation • Make images zoomable on tap or pinch to zoom & use lazy loading
  • 11. Mobile Web Best Practices Mobile Web Ad Placement Best Practices The placement of your ads is important. Focus on creating a flow between your content and the ad placements for the ultimate user experience. Consult your analytics data to set events and understand where your users are most receptive.
  • 12. Mobile Web Best Practices *Above the fold (ATF) Tip #1 When using enhanced features in text ads, decrease accidental clicks by moving the ad units a minimum of 150 pixels away from content Tip #2 Peek ATF* for a great UX while maximizing revenue potential Tip #3 Potential eCPMs increase when you swap 320x50 for 320x100 ad units Tip #4 Anchor social links to make sharing easy Tip #5 Use the 300x250 ad unit for a potential increase in fill rates and eCPM 320x100 300x250 300x250
  • 13. Mobile Web Best Practices Mobile Web Ad Format Benefits Your site is designed for your mobile users, and your ads should be too. The next section will cover the various ad sizes and formats specific for your mobile site.
  • 14. Mobile Web Best Practices Responsive Ads • Optimize ad size to screen size • Works seamlessly with your responsive site
  • 15. Mobile Web Best Practices *Available for select publishers In Stream Grid Below Article Native Ads* • Ads that complement the content of your site • Focus on both apps and web
  • 16. Mobile Web Best Practices Page Level Ads Anchor Ads • Smooth, dismissible, smart • Reserved for high CPM ads • Ads truly stick to the bottom of the page
  • 17. Mobile Web Best Practices Page Level Ads Vignettes • Appear between page navigation • Reserved for the highest paying impressions • Ad is pre-loaded • Doesn’t slow the user experience on the page
  • 18. Mobile Web Best Practices Mobile Web Engagement ‘Push notifications’ and ‘Add to Home Screen’ allow users to build deep, engaged relationships with the mobile experiences they love. Take advantage of these advanced features directly on the web without the friction associated with installing an app.
  • 19. Mobile Web Best Practices Push Notifications • Timely, personalized notifications • Make it easy to return to your site • Increase frequency of engagement with your users
  • 20. Mobile Web Best Practices Add to Home Screen • Single tap to access your site • Keep your users engaged • Build your brand
  • 21. Mobile Web Best Practices Find out more about AdSense for mobile
  • 22. Mobile Web Best Practices Design • Principles of Mobile Web Design: Delight users and drive conversions • Mobile Ads for Branding • Mobile SEO Best Practices • Optimize images for performance improvements Development Tools • Network Panel: The Network Panel helps you answer questions about the network performance of your web application • Google News Lab: Tools, data, programs and experiments
  • 23. Mobile Web Best Practices Thank you! For additional resources about mobile web and how you can grow your multi-screen audience, visit the AdSense Blog, G+ and Twitter pages.