With this comes 2 main problems:
1) Can your site actually display properly on a tablet device? 2) If it does then does your business model convert properly on tablets?
For the latter, companies where their conversions include a user uploading a file to their site (e.g. CV uploads on job sites) this can cause major problems to the process. To prepare for these Enhanced Campaigns, companies have had to think differently to ensure there sites work effectively.
With the increasing popularity of file-sharing sites such as Dropbox & Google Drive some companies have been integrating with these sites to help ensure that tablet use won’t hinder their conversion rates, clever eh? Instead of the usual browsing for a file on their desktop and uploading process, people on tablets can login to their file-sharing accounts and can find their document and upload it that way instead, opening up the ability to finally convert properly on tablets.
For the former issue of not actually being able to display properly on tablets, companies are increasingly turned to another hot ticket at the moment; responsive sites; fixing the issue of being able to display on tablets, mini-tablets, smartphones etc. Turning to Wikipedia, which we feel defines it best “Responsive web design (RWD) is a web design approach aimed at crafting sites to provide an optimal viewing experience easy reading and navigation with a minimum of resizing, panning, and scrolling across a wide range of devices (from mobile phones to desktop computer monitors”. So, it does exactly what it says on the tin, depending on the size of the screen the site is displaying on, it will change to suit it, eliminating the risk of your site looking disheveled when a potential tablet customer visits.
With Google losing query share, we’re sure there will be a wave of additional new AdWords features to keep its customers interested, question is how much of an effect will they have on you and are you ready?