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Weekly DigiKnow: Time’s Up for Putting Off Mobile-Friendly Sites

October 07


Earlier this summer we reported that mobile paid search traffic had reached 12% of all paid search impressions (mobile + desktop). Add to that the proliferation of QR codes, SMS campaigns, mobile social networking, etc., and the importance of a user-friendly mobile presence has never been more evident.

A poor mobile web experience will negatively shape a candidate’s opinion of an organization. A recent study backs our findings, reporting that 61% of users are unlikely to return to a website that they had trouble accessing from their phone.

And now Google has turned up the heat even more.

Last week Google introduced mobile optimization of a website as a new factor of ad quality for mobile AdWords campaigns. As a result, ads that have mobile optimized landing pages (e.g., TalentBrew mobile) will perform better in AdWords, driving more traffic at a lower cost. Why should you care? Because Google owns nearly 96% of the mobile search market in the United States, and nearly 98% worldwide.

We ran a Google search on a mobile phone for ‘advertising jobs’. Take a look at how the TMP TalentBrew compares to Advertising Jobs Central and you can clearly see the difference an optimized page makes to a candidate:

TMP Mobile

Do you see a mobile site in your future?

Source: Google

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