Landing pages matters the most to turn visitors into customers who may immediately switch to another website, if they're not satisfy, or in other words, "if your landing pages aren't mobile-friendly," — fact is, you are really losing customers and sales.
To help advertisers, Google previously at its Marketing Next, introduced "Landing pages," a mobile assessment tool that show you how your landing pages are performing. The tool rolling out in the new AdWords experience is designed to help assess the mobile-friendliness of individual URLs on site(s).
Available as a Tab in the new AdWords experience when launched over the next few weeks, this new page will more specifically enable you to see "which URLs in your account are mobile-friendly," "which ones drive the most sales," and "which ones may require your attention," writes Google, explaining, "using this tool, you can find the pages that get a lot of clicks, but aren't mobile-friendly, so you can prioritize those for webmaster to convert more of your ad clicks into sales," it said.
As illustrated in the image below, 'Landing Pages' also reports on a metric called Mobile-friendly Click Rate (MFCR), which is the percentage of mobile clicks that land on a mobile-friendly page. In other words, this metric tell which landing pages result in the most or least mobile-friendly experiences.
To test mobile friendliness, once landing pages that needs attention is found, simply click to run a test, AdWords will then open up Mobile-Friendly Test in a new tab, so you can review potential issues, like, text on page being too small or things to tap are too close together.
You can then sort "Clicks" in descending order, or sort the column in ascending order to identify landing pages to fix.
The "Landing Pages," page will show data for search, display and video campaigns. However, currently it's only available for search landing campaigns. Google says, it will be adding more data to the tool with the expansion in coming months.
Check out this AdWords Help Center to learn more about Landing Pages, and to learn how Accelerated Mobile Pages (AMP) can speed up landing pages to improve campaign performance, visit this Help Center article.
In addition, Google also share some best practices on how to get the best performance from "Universal App Campaigns," that help you reach the right people across all of Google's largest properties like Google Search, Google Play, YouTube and the Google Display Network — all from one campaign.
You also get access to ad placements exclusive to UAC, like home and app listing pages in Google Play Store. These placements connect you to users in "discovery mode" as they browse for their next favorite app.
Google will be moving all AdWords app install campaigns to Universal App Campaigns (UAC) later this year.
Check the guide over here.
Google also introduced a new AdWords 'Searches' card, to help advertisers quickly act on rising search trends by refining their keywords for better performance—as this new card "highlights popular words and phrases that customers used to find their business on Google.com."
As Google explains, "create a new ad group and add keywords based on rising trends, or add negative keywords to exclude irrelevant searches."
The Searches card is available on the Overview page in the new AdWords experience. In the screen shot below you can see how this new card looks:
You can learn more about the new Searches card over here.
This video highlights key insights in Overview pages in the new AdWords experience:
Update 08/26: Watch this video to learn how to improve AdWords performance using Google Analytics reports: