mobile landing pages talk
DESCRIPTION
How to design mobile landing pages for maximum conversionsTRANSCRIPT
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AdWords API Workshops – All rights reserved
Mobile Landing PagesHow to improve conversion
+Paul Matthews, Google, Inc.
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Agenda
● Mobile in AdWords API
● 8 Essentials
● Mobile Development Tooling
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Mobile in AdWords APIHow to make Ads display on mobile
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Mobile bid adjustment
● CampaignCriterionService
● AdGroupBidModifierService
○ Criterion > Platform
○ bidModifier
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● Ad.devicePreference = 30001
Mobile Preferred
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Mobile Ads
● AdGroupAdService
○ MobileAd
○ MobileImageAd
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Mobile Ads
● TemplateAd
○ App promotion ad
○ TemplateId: 353
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8 EssentialsOf mobile landing pages
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● Optimize server-side
○ Reduce Processing Time
○ Minimize Redirects
1. Deliver Faster
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● Files
○ Concatenate Assets
○ Minify CSS & JavaScript
● Caching
○ Re-use Assets
1. Deliver Faster
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● Enhance with client-side optimizations
● Avoid process heavy pages
○ Use DevTools to detect
○ Avoid repaints
○ JavaScript events & animations
Performance as Feature
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● Use the cache
○ Far-future cache
○ Change URL to break cache
● CSS
○ Beware of generators
Performance as Feature
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● No second-class citizens
● Consistency is King!
● JavaScript to enhance
Full Content on All Devices
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Adapt to the Screen
● Responsive / adaptive design
● Mobile First
○ @media & Breakpoints
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● Viewport
● Avoid text entry
● Horizontal Scrolling
Focus on the User
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● Pinch-Zoom & Touch
● Large target navigation
● Readable without Background
Focus on the User
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● Text within images
● Covered by fingers
Make it accessible
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Code for Robustness
● Too many browsers to test
○ Detect features - not browsers
● Vendor prefixes
● Catch Exceptions
● Avoid Bottlenecks
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● “Above-the-fold”
● Blocking CSS & JS
● Ideally less than ~14KB
● Web fonts
Prioritize Visible Content
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Mobile Development Tools
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● www.html5rocks.com/mobile/
○ How does your site behave?
○ Great mobile experience
○ Making your site FAST
HTML5 Rocks
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● goo.gl/ruR5LU
○ Develop on mobile
Remote Debugging
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● goo.gl/k5cYA
○ Develop for mobile
○ No device needed
Mobile Emulation
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● goo.gl/JjzS2t
○ Scores your page
○ Graded suggestions
■ High
■ Medium
■ Low
PageSpeed Insights
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Summary
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● Mobile Bidding
● Mobile Preferred
● Mobile Ads
Mobile in AdWords API
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● Deliver Faster
● Performance as Feature
● Full Content on All Devices
● Adapt to the Screen
8 Essentials (1)
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● Focus on the User
● Make it accessible
● Code for Robustness
● Prioritize Visible Content
8 Essentials (2)
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● HTML5 Rocks
● Remote Debugging
● Mobile Emulation
Tooling
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Resources
Links
HTML5 Rocks - http://www.html5rocks.com/mobileRemote Debugging - http://goo.gl/ruR5LUMobile Emulation - http://goo.gl/k5cYA
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Questions?
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