Mobile-optimized websites are simplified versions of regular sites that are easier to read when accessed on smart phones and small-screened tablets.

GoMo will take a desktop site on demand and format it to a mobile version. To make it easier, Google will open up a storefront of it in Downtown Mobile. It will be open for a few days and business will be served on a first-come, first-served basis. Business owners can walk in and get a free mobile-optimized version of their website set up in about half an hour. Google will also pay to host the mobile website for a year.

Google’s Jesse Haines described the reasoning behind the launch of the service:

Every day more and more of your customers are looking for you…on mobile devices.  If you don’t have a site that works for mobile, you’re missing out.  61% of users are unlikely to return to a site that’s not mobile-friendly.  On the other hand, customers embrace sites that are built for mobile–consumer engagement increases by 85% with a website designed for mobile devices.

According to Google, here’s what you can do with GoMo:

• See what your customers see: Enter a website address into the GoMoMeter and see what your site looks like on a mobile phone.  The GoMoMeter will analyze your site and give you customized recommendations on how to make your site more mobile friendly.  You can even download a free customized report!
• Learn about why mobile matters: Cool infographics and the latest data will help you learn more about mobile trends and why mobile-friendly sites really matter.
• Get inspired by great examples: Look at the mobile sites of businesses who are doing it right and learn how to make your site better with our ten mobile site best practices.
• Find a mobile site builder who can help: Check out our list of mobile site developers who can help you build your mobile website.

With mobile searches gaining more and more popularity it makes sense for Google to come up with a service that helps adapt sites for mobile viewing. For those businesses that are lagging behind on mobile content, GoMo could be just what you need to “Go Mobile”.

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Google hopes these ads will help advertisers meet the requirements of mobile shoppers who are increasingly turning to mobile searches for all shopping related activities, from product info to comparing prices and locating the store as well.

Since most shoppers are searching for product information while they are in the store the ‘Product Extension Ads’ feature allows advertisers to easily display relevant product images and details in their search ads that will drive mobile shoppers to make a purchase. Advertisers can enable the Product Extension Ads feature by linking their Google Merchant Center account to their AdWords campaign. If a user enters a search query related to your product, they will see mobile ads with the product image, titles and prices appearing in a plus box below the ad.

The Product Local Ads feature is an enhanced version of the Product Extension Ads, which helps users know the real time availability of a product in their nearby local stores in addition to the product image and price within the same mobile ad. 34% of the mobile shoppers, who are ready to make a purchase, use their phones to locate a store in an area. So advertisers can make good use of the Product Local Ads feature by making themselves visible on the search results with key information on the availability of their products.

Currently available as a limited beta, Product Local Ads users will need to submit their products stock inventory to Google through their Google Merchant Account and business information through their Google Places account.  Below is an example of how the Prodct Local Ads now appear on a mobile device.

As explained by Google’s Surojit Chatterjee, the Product Extensions Ads are currently available in the United States, United Kingdom, France, Germany, Italy, Spain, Netherlands and Australia on mobile devices with full Internet browser. The Product Local Ads are available in the United States at the moment.

If implemented effectively these two features can help retailers achieve their goal of driving more customers to their stores and converting mobile searches to in-store purchases.

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Recognizing the how important coupons are in driving foot traffic for small businesses, Google started allowing users to upload coupons to their Google local listings back in 2007.

Well this week, just in time for the holiday season, they’ve enhanced their local service by pushing coupons to mobiles. From the release post:

First up, with more and more people using their mobile devices to find local businesses, we’ve added a new option for Local Business Center users in the US to display their coupons on mobile devices. Additionally, we’ve made it simpler to find and print coupons from your desktop, so now it’s easy to get discounts wherever you are.

Activating mobile exposure for your coupons is as simple as ticking a box in your Google Local Merchant area.

Once it’s activated, people viewing your business listing on their mobiles will see your active coupons. They can then click through to a mobile optimized page detailing the specifics of your coupon.

Google has also taken the opportunity to enhance the printable pages available on the stand web version of their local listings, so any coupons that people bring into your store will look consistent.

There’s no getting away from the burgeoning mobile market, and Google Local is your easiest way to get exposed to the market. So if you haven’t got your Google Local listing yet – get one now!

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