2 DIGITASLBi PERSPECTIVE Over the past few years, search traffic has been nearing “the mobile moment” when 50% of search traffic will come from mobile devices. As an advertiser, ensuring your site is optimized for the mobile experience is now more important than ever. GOOGLE’S CHANGE Google began prioritizing the enhancement of the user experience on the mobile SERP over the last few years, and advertisers have been working to offer their customers multiple ways to engage with their brands and websites while on their mobile device. However, because websites by default have not always been designed to render ina clean and engaging way on these mobile devices, this can at times lead to sub-optimal user experience. With these trends in mind, in late November Google announced via their Webmaster Central blog that they would be rewarding advertisers utilizing mobile-optimized landing pages with anew extension, rolling out over the next few weeks, When a user performs a mobile search on Google, the organic listing will feature a "Mobile- friendly" label demarking an entry that passes the following requirements as detected by Google's crawler: + Avoids software that is not common on mobile devices, like Flash + Uses text that is readable without zooming ‘+ Sizes content to the screen so users don't have to scroll horizontally or zoom + Places links far enough apart so that the correct one can be easily tapped ‘An example of this new format can be seen here: Example https:/Awww.example.com/ Mobile-friendly - This is an example of a website that is well-designed for mobile devices. WHY IS GOOGLE MAKING THIS CHANGE In Google's words: “We see these labels as a first step in helping mobile users to have a better mobile web experience. We are also experimenting with using the mobile-friendly criteria as a ranking signal.” POTENTIAL IMPLICATIONS The updated label will likely lead to increases in CTR for listings in which itis featured. As such we expect advertisers to respond by prioritizing the creation of mobile-optimized pages for their programs to take advantage of this temporary bump, potentially leading + to even more competition on the SERP.2 DIGITASLBi PERSPECTIVE WHAT'S NEXT Advertisers can take advantage of these new callouts by first making sure their site is or isn’t already mobile-optimized by using Google's free mobile-friendly test site. Below is an example of what this looks like: Mobile-Friendly Test m= 5 ib Amnon co ‘Awesome! This page is mobile-riendly. It’s also important to make sure your site is crawlable to begin with, which Google outlines in this Gooole Developers past. Even if your site is mobile-optimized, it must also allow “Googlebot” to access the JS, CSS, and IMG files used by your site. Google has a wealth of resources available to mobile developers, including their Webmasters Mobile Guide, Mobile Usability Report, as well as a how-to quide for implementing 3“ party ‘software, all of which will help in the creation of mobile-optimized sites advertisers can use to. take advantage of this new offering, Ensuring your site is mobile-optimized is now more important than ever, as it will have an effect on overall CTR of your listings. Your DigitasLBi team is fully equipped to work with you to ensure your site is both optimized and crawl-able.