We got an email today that Google is officially rolling the new ad score for mobile specific ads.
Here is what the email said:
In September, we announced that mobile site optimization would soon
become a new factor in ads quality for all campaigns running mobile
search traffic. This past week, we introduced GoMo, an initiative to
help businesses “Go Mobile” by giving them tools and resources to
build a website that works well on smartphones. Today, we want to let
you know that this new factor in mobile ads quality will be rolling
out to all advertisers. Ads that have mobile optimized landing pages
will tend to perform better in AdWords – they will generally drive
more mobile traffic at a lower cost.
The AdWords system will automatically visit your landing page, and
evaluate your site as viewed by smartphones. However, if you already
have a mobile site, we recommend confirming with your webmaster that
you’ve configured your server to show the mobile-optimized site when
the AdWords mobile User-Agent is detected.
We encourage you see what your mobile customers see. Visit your
website on a smartphone or in the “GoMoMeter” preview tool on
HowToGoMo.com. The GoMoMeter will analyze your site and give you
customized recommendations on how to make your site more mobile
friendly to customers. If you don’t have a mobile site, but are
interested in getting started, please check out best practices and the
directory of vendors HowToGoMo.com.
With mobile being over 15% of all searches online and are expected to be about 20% of all purchases during the holidays, it has never been a better time to make sure that your mobile sites are optimized and fully functional.
From an advertising perspective, I recently wrote an article on mobile optimization for search engine land so feel free to check it out