experience can increase How improving user Getting ahead on...
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Getting ahead on Mobile Part 1
Balint Torok & Maurits VersteegStrategic Partnerships, Google
How improving user experience can increase your AdSense earnings
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Getting ahead on Mobile #1:
How improving user experience
can increase your AdSense
earnings
May 19, 2016 11:00 - 12:00
Getting ahead on Mobile #2:
Earn money from your mobile
content with AdSense's next
generation ads
June 10, 2016 11:30 - 12:30
Getting ahead on Mobile #3:
How Viewability can help
maximise your earnings on
mobile
June 21, 2016 12:00 - 13:00
Register here for all upcoming Hangouts
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The connected world: consumers expect a seamless and comprehensive site experience across devices
Introducing the smartphone: mobile-friendly, striped down sites begin to appear
The Internet grows up: sophisticated eCommerce and social networks
The Web goes mainstream: hobby sites and web portals
First commercial use of the internet; text-based sites
1995 1998 2003 2007 2016
The desktop experience has been refined over several decades, but mobile is a new frontier
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We check our phones
150 times per day
Source: KPCB, 2013; Google / IPSOS, 2014
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Mobile adoption accelerates change
1.5Bpeople with smartphones globally
87%of millennials say their phone “never leaves their side”
50%people use mobile as their primary device
5Bnext 5B will come online via mobile
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Advertiser needs
Design Speed Content
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Advertiser needs
Design Speed Content
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Your users are multi-screen
Source: 1. 2015 Google Consumer Barometer.
21%of internet users globally only use their smartphones to access the web
There will be over 5B internet users by the end of 2016, many of which will only use the mobile web
5bn
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Learn with Google
Multi-screen options
Web Server
Pros• Fully customised• Easier to make changesCons• Multiple URLs• Content disparity
Standard HTML (e.g. nyt.com)
Separate Mobile Site
Web Server
Pros• Single URL for a piece of content• Easier to make changes• Faster load timesCons• Content forking & resource intensive
Server send specific files to each device
on a single URL
Dynamic Serving
Server-level device detection
Web Server
Pros• One URL for all content• A streamlined user experience• Flexible orientationCons• Careful planning required
Responsive Web Design Single set of
HTML/CSS on single URL
Fluid grids & defined breakpoints adapt
layout to device
Dedicated mobile site HTML & URL (e.g. m.nyt.com)
Redirect
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Build Responsive designfor the multi-screen viewer
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Best practices for building your mobile friendly site
74%
of people say they are more likely to return to a site that is mobile friendly
Make it easy for your users
Test your site Make it fast and consistent
Source: Google Mobile Ads Blog 2012Confidential and Proprietary
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Quick Tips to Optimize Site Layout
Be touch-friendly
Pick the right font
Set the right width
Avoid Mouseovers
Don’t use pop ups
Do use descriptive buttons
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Advertiser needs
Design Speed Content
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of people abandon a website that takes more than 3 seconds to load40%
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Source: Think With Google - How to make your website work across multiple devices
100ms of latency cost them
1% in sales
20% drop in traffic for an extra
0.5 seconds in search page generation time
Top E-commerce sites
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Quick Tips to Optimize Site Speed
Too many HTTP Requests - cut down the on-page elements that drive extra HTTP requests
Image overload
- Serve the right image sizes to each device
File overload
- Compress your code.
- Make sure assets are being cached by the browser.
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Google Pagespeed Insights
● Google Developer tools
● Improve page speed
● Reduce latency
● Keep your users happy!
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Accelerated Mobile Pages
Web pages, today Accelerated Mobile Pages
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Reading Experience using AMP-HTML
Articles are cached and load instantly
Publishers have control over visual design and business model
Supports existing ad formats
Deepen engagement with related articles
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Your website...
Web server
Local copy of your assets
Without the AMP cache With the AMP cache
Web serverEdge server
Edge server
Edge server
Edge server
Edge server
Edge server
Edge server
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Join the Amp Initiative: ampproject.org
1 EXPLORE Review the technical documentation and join the community on GitHub and StackOverflow
2 DEVELOP & TESTStart developing your AMP files* and validate them. You can use ampbyexample.com for reference
5 LAUNCH Point to AMP files from your canonical articles to make them publicly crawlable
3 FOLLOW THE GOOGLE SEARCH GUIDELINESReview the Google Search requirements and check the AMP Search Console Report
4 RESEARCH ADS & ANALYTICS Review your options for ads and analytics
* If you use a market CMS platform, please visit ampproject.org/who and check the supporting platforms and visit their website for plugin setup instructions and support. If your platform is not part of the initiative yet, encourage them to do so.
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Advertiser needs
Design Speed Content
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Quick Tips to Optimize Site Content
Don't overload users - Don’t mimic the desktop site, simplify content
Customize, don’t cut
Don't hide key actions
Double-check media files
Simplify text input
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4 Tools to help you connect with your users
Google Trends
Google Consumer Barometer
Micro Moments Guide
Global Market Finder
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Situation
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Micro Moments - 4 Moments to connect with your audience
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Micro Moments
For more on Micro Moments, visit our blog series:
“Micro Moments for Publishers”
*adsense.blogspot.com/search/label/micro-moments
Read here*
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Advertiser needs
Design Speed Content
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Thinking about Mobile, like an Advertiser.
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6:00am 12:00pm 6:00pm 12:00am
Mobile
TV
Mobile has shifted consumption habits
Source: YouTube Media Consumption Study
Connect with users throughout the day
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24% User time spent8% Advertiser budget
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Awareness
Consideration
Purchase
Loyalty
See, Think, Do, Care
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QuestionTime!
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Getting ahead on Mobile #1:
How improving user experience
can increase your AdSense
earnings
May 19, 2016 11:00 - 12:00
Getting ahead on Mobile #2:
Earn money from your mobile
content with AdSense's next
generation ads
June 10, 2016 11:30 - 12:30
Getting ahead on Mobile #3:
How Viewability can help
maximise your earnings on
mobile
June 21, 2016 12:00 - 13:00
Register here for all upcoming Hangouts
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Thank you!
Looking forward to seeing you next time.