There has been a lot of push by Google to get websites to be more mobile-friendly, especially as more people turn to their mobile phones to browse the web as laptop computers become less and less the electronic of choice. Google put out what was named “Mobilegeddon” in April for the website owners. This meant that the algorithm Google uses were going to be favoring mobile-friendly websites over the non mobile-friendly websites. For websites, this means having a large text with easy-to-click-links, and the pages will automatically resize to fit the size of the screen being used.
Now, Google just announced another update that is going to impact the website owners even more. Google warned the website owners that they need to stop those annoying full-page app installation ads once the users click from a mobile search result to the website. Google said the analysis shows that it is not a good search experience for the user and it is frustrating because the user wants to see the content on the page but instead sees a huge ad across the entire screen. Google then updated the Mobile-Friendly Test which will help show the sites what types of interstitial advertisement to avoid. This means that starting on November 1, the app installations interstitials that put more of the advertisement on the screen will be considered not any longer mobile-friendly.
Google said that the website owner could use the full-screen interstitials after a while in the browsing experience but not right off the bat, and that won’t make Google punish them. There just needs to not be a direct full-screen advertisement right after the user clicks on the website. Google said though that using the smaller app installation banners help promote apps and provide the user with the chance to control their browsing experience without interference, so this should be what the web site owners go for.
In terms of mobile app installations, the advertisements are a huge part of the market of digital advertising. The mobile app installation advertisements are about to hit $4.6 billion this year alone, and then increase to $6.8 billion at the end of 2019. The majority of the advertisements that Google is referring to won’t be part of that spending. This is mostly just a technique to help the publishers promote their own apps on their own websites. This move is going to harm a lot of web owners if they do not get their ducks in a row because they will eventually keep going down in the search results, and will end up at the back of the pages. This means that these owners will see less revenue, which means that the good advertisements will eventually leave their websites and then move onto the more popular websites. It should definitely be a concept that a lot of website owners begin thinking about and try to design their app advertisements around what Google wants in order to maintain their position in the search results.