Google rolls out previously announced ‘Landing Pages’ mobile assessment tool

Tab in new AdWords experience enables marketers to determine which individual URLs need to be fixed for mobile.

Chat with SearchBot

Google Adwords Green2 1920

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.

Screen Shot 2017 08 24 At 11.45.19 AM

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.

Contributing authors are invited to create content for Search Engine Land and are chosen for their expertise and contribution to the search community. Our contributors work under the oversight of the editorial staff and contributions are checked for quality and relevance to our readers. The opinions they express are their own.

About the author

Greg Sterling
Greg Sterling is a Contributing Editor to Search Engine Land, a member of the programming team for SMX events and the VP, Market Insights at Uberall.

Get the must-read newsletter for search marketers.