Why Google Is Worried About Pinches

Google is worried about the pinches. The kind that happen on smaller screens. That make you squint, then pinch, then close your tabs.

Those pinches.

On April 21, Google released an algorithm change to favor web sites deemed more “mobile-friendly” in mobile searches. Web sites which do not fit Google’s criteria will now rank lower in search result pages for mobile devices, impacting consumer search results.

Google also recently released an expanded suite of user-friendly, interactive mobile ads aimed for users seeking things like cars, dealerships and mortgages—the people who really should not squint and pinch.

From The Wall Street Journal: They are designed to work with touches and swipes common on smartphones, rather than mouse clicks on personal computers, said Google executive Jerry Dischler. Google has similar ads for products, hotels, flights and insurance .— Wall Street Journal, May 5, 2015

Why these changes from Google now? Google searches on mobile devices now outpace those on desktop for ten countries including U.S. and Japan. For Google, swipes make much better money than pinches.

Google is far from done with their changes. They are slated to soon release additional features for marketers including dynamic ad formats and ad tracking features.

From Venture Beat: It continues with cross-device conversion tracking, in which Google uses one of its best assets — virtually unprecedented scale — to enable advertisers to track seemingly chaotic customer journeys from desktop to phone to tablet, and attribute revenue to ad spend accordingly. It includes a new dynamic search ad unit that automatically updates when you update your website. — Venture Beat, May, 5, 2015

Read more about Google’s changes here.


Stacy Malden is a strategist in Lafayette Park, Detroit. Connect online at www.stacymalden.com or @stacymalden.