Bad landing pages, especially on mobile devices, can kill conversions. There are high bounce rates if users can’t find desired information or the user-experience is too cumbersome or slow.
To help advertisers improve mobile performance Google announced a new “Landing pages” tool at Google Marketing Next earlier this year. It’s designed to help marketers assess the mobile-friendliness of various URLs on their sites (as opposed to their entire sites). It is being rolled out in the next “few weeks” as a tab in the new AdWords experience.
As the graphic below illustrates, Landing Pages will identify site URLs that drive the most clicks/engagement. The tool also reports the “Mobile-friendly Click Rate,” (MFCR) which is the percentage of mobile clicks coming from smartphones that land on a mobile-friendly page.
These reports will enable marketers to identify and prioritize which URLs need to be “fixed.” For example, if a page is driving a lot of clicks on the desktop but is not mobile friendly it needs to be addressed. The same is true for URLs generating a lot of mobile clicks but with a low MFCR.
Landing Pages will show data on search, display and video campaigns. However, right now, the MFCR data is only available for search campaigns.
