Google is looking to make their ads more mobile friendly. Their mobile optimization will now be included in Google’s “ads quality” ranking, which (along with pricing) determines what ads get served when.

What this means is that mobile-friendly websites are more likely to be linked by Mobile results. A survey in February found that 79 percent of Google’s largest advertisers don’t have mobile-friendly websites, so this could be an incentive.

“We cannot expect that every site will dramatically or magically become mobile optimized,” says Surojit Chatterjee, who leads Google’s mobile search ads team. “[However, mobile-friendly sites can] drive more traffic at a slightly lower cost.”

Mobile-friendliness is key, since a recent survey indicated that 61 percent of respondents indicated they would be unlikely to return to a website if it doesn’t perform well on their mobile phone. The timing is sensitive too; 15 percent of all Black Friday searches are expected be mobile.

Source: AdWeek