Talk “street” and you know that “come correct” is really what Google’s telling marketers to do. Urban Dictionary defines “come correct” as “Speak or approach someone with respect, and not with undeniable ignorance.” How Google defines it is to keep preaching common sense to marketers: If you make the mobile experience horrible for our customers, we will penalize you.
Here are the latest examples of Google’s “street” rules for marketers, pre-penalty phase:
Don’t Make Me Use Ad Blockers
Google is in the business of selling mobile ads, but in a “clash” with an ad-blocking company Tuesday at Mobile World Congress in Barcelona, even the executive on the panel agreed with the ad-blocker that the mobile ad experience must improve. Although it makes sense why advertisers don’t seem overly worried about ad blockers — a Tuesday article in Ad Age says that “by the end of 2016 … only 0.3 percent of all mobile device owners will use an ad blocker — the sentiment among the big players that ad blockers are necessary isn’t going away. Exhibit One, Apple's iOS 9 content blocking options. However, as a Yahoo exec chimed in, the free Internet is fueled by ads. Hence, the next point.
AMP-up the Mobile Web
In the Tuesday article in Ad Age describing the clash, marketers got a hint of rules to come: “Google's [Benjamin] Faes, [managing director-media and platforms], took the opportunity to tout Google's Accelerated Mobile Pages initiative rolling out this week, a program he said represents the kind of innovation the industry needs. AMP pages, Google's answer to Facebook's Instant Articles, are designed to load far more quickly than standard mobile Web pages. The program is helping people rediscover how the Internet is supposed to work, according to Mr. Faes, and ‘challenges the ad to be as quick as the content’ is when loading.”
AMP launched on Tuesday, according to a Feb. 18 article in Ad Age that provides more clues to Google’s way of thinking regarding how marketers should act. “While AMP pages load much faster, many revenue streams for publishers won't be available. Interstitial ads and site takeovers aren't allowed. Elements that are script-based, widgets that suggest other reading and video that visitors have to watch before they get to the content they're seeking are also off the table. Still, delivering content at blazing fast speeds may be a necessary measure for publishers — and Google — to keep consumers on the mobile Web. Consumers currently spend far more time with apps than the mobile Web.”
But don’t ignore the mobile Web, even Facebook warns. According to my January article in Target Marketing: “Facebook’s Mike Murphey says consumers’ mobile Web use increased 53 percent from 2013 to 2015 and ‘on average, news sites receive approximately 40 percent of their traffic from mobile devices and 93 percent of their mobile audiences come via mobile Web.’ ”
Google Keeps a Check on These Factors for Mobile-Friendly Rankings
How are marketers working to “come correct” rather than waiting to be penalized?
Please respond in the comments section below.
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