When Google launched its 'Mobilegeddon' algorithm update in April 2015, previously high-ranking websites plummeted in rankings for not having mobile-friendly pages. The penalty for delaying optimisation just got stiffer with Facebook following suit to encourage lower bounce rates and raise conversions for advertisers.
With 91 per cent of the billions of daily Facebook users logging in from a mobile device, the social platform is rolling out new features to improve its Facebook marketing strategies.
Facebook Rewards Mobile Optimised Advertisers
Just as mobile optimisation heavily influences rankings in Google search results, Facebook will now use this factor to determine how often ads are displayed and who sees these sponsored posts. Website performance is a vital component since 40 per cent of Facebook users abandon an outbound link after just three seconds of waiting for a page to load. This means that advertisers with slow-loading sites might be paying for clicks without actually having anyone view their content. A new advertising algorithm set to launch in the coming months will also penalise slow sites by displaying fewer ads.
A new Facebook marketing programme, known as Canvas Ads, lets brands build custom advertisements that don't take users off-site. Designed specifically for mobile devices, the storytelling platform can load videos and photos 10 times faster than the typical mobile optimised website.
Another strategy Facebook is launching has been dubbed prefetching. This new process preloads mobile content in the Facebook app browser before a link is tapped, which can shave 8.5 seconds off of load times.
Features of a Mobile Optimised Website
Facebook recommends Google’s mobile-friendly test tool for advertisers who need to determine whether their current pages meet the new standards. There are several hallmarks of a mobile-friendly website, including:
Easily clickable links
Large text and buttons
Minimised use of redirects, plugins and shortened URLs
Using high-quality Content Delivery Networks (CDN)
Optimised content that adjusts to fit smaller screen sizes