How to design mobile landing pages for maximum conversions

1. AdWords API Workshops – All rights reserved

2. Mobile Landing Pages
How to improve conversion
+Paul Matthews, Google, Inc.
AdWords API Workshops – All rights reserved

3. Agenda
● Mobile in AdWords API
● 8 Essentials
● Mobile Development Tooling
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4. Mobile in AdWords API
How to make Ads display on mobile
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5. Mobile bid adjustment
● CampaignCriterionService
● AdGroupBidModifierService
○ Criterion > Platform
○ bidModifier
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6. Mobile Preferred
● Ad.devicePreference = 30001
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7. Mobile Ads
● AdGroupAdService
○ MobileAd
○ MobileImageAd
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8. Mobile Ads
● TemplateAd
○ App promotion ad
○ TemplateId: 353
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9. 8 Essentials
Of mobile landing pages
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10. 1. Deliver Faster
● Optimize server-side
○ Reduce Processing Time
○ Minimize Redirects
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11. 1. Deliver Faster
● Files
○ Concatenate Assets
○ Minify CSS & JavaScript
● Caching
○ Re-use Assets
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12. Performance as Feature
● Enhance with client-side optimizations
● Avoid process heavy pages
○ Use DevTools to detect
○ Avoid repaints
○ JavaScript events & animations
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13. Performance as Feature
● Use the cache
○ Far-future cache
○ Change URL to break cache
● CSS
○ Beware of generators
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14. Full Content on All Devices
● No second-class citizens
● Consistency is King!
● JavaScript to enhance
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15. Adapt to the Screen
● Responsive / adaptive design
● Mobile First
○ @media & Breakpoints
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16. Focus on the User
● Viewport
● Avoid text entry
● Horizontal Scrolling
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17. Focus on the User
● Pinch-Zoom & Touch
● Large target navigation
● Readable without Background
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18. Make it accessible
● Text within images
● Covered by fingers
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19. Code for Robustness
● Too many browsers to test
○ Detect features - not browsers
● Vendor prefixes
● Catch Exceptions
● Avoid Bottlenecks
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20. Prioritize Visible Content
● “Above-the-fold”
● Blocking CSS & JS
● Ideally less than ~14KB
● Web fonts
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21. Mobile Development Tools
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22. HTML5 Rocks
● www.html5rocks.com/mobile/
○ How does your site behave?
○ Great mobile experience
○ Making your site FAST
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23. Remote Debugging
● goo.gl/ruR5LU
○ Develop on mobile
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24. Mobile Emulation
● goo.gl/k5cYA
○ Develop for mobile
○ No device needed
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25. PageSpeed Insights
● goo.gl/JjzS2t
○ Scores your page
○ Graded suggestions
■
High
■
Medium
■
Low
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26. Summary
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27. Mobile in AdWords API
● Mobile Bidding
● Mobile Preferred
● Mobile Ads
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28. 8 Essentials (1)
● Deliver Faster
● Performance as Feature
● Full Content on All Devices
● Adapt to the Screen
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29. 8 Essentials (2)
● Focus on the User
● Make it accessible
● Code for Robustness
● Prioritize Visible Content
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30. Tooling
● HTML5 Rocks
● Remote Debugging
● Mobile Emulation
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31. Resources
Links
HTML5 Rocks - http://www.html5rocks.com/mobile
Remote Debugging - http://goo.gl/ruR5LU
Mobile Emulation - http://goo.gl/k5cYA
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32. Questions?
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33. AdWords API Workshops – All rights reserved