Why is mobile-friendliness of landing pages especially critical for Microsoft Ads campaigns?

Mobile-friendliness of landing pages is especially critical for Microsoft Ads campaigns because a significant and growing portion of search traffic originates from mobile devices. If a user clicks on your ad from a mobile device and lands on a page that is not optimized for mobile viewing, they are likely to have a poor user experience, leading to high bounce rates and low conversion rates. A mobile-unfriendly landing page can be difficult to navigate, slow to load, and have content that is hard to read on a small screen. For example, if a user has to pinch and zoom to read text or cannot easily fill out a form on their phone, they are likely to abandon the page and go to a competitor's site. Given the prevalence of mobile search, ensuring that landing pages provide a seamless and user-friendly experience on mobile devices is essential for maximizing the effectiveness of Microsoft Ads campaigns and achieving a positive return on investment.