We know one of the biggest challenges publishers currently face is designing websites that adapt to different screen sizes, resolutions and user needs. Responsive ad units helps you deliver the best possible user experience on your pages:

You can dynamically control the presentation of your website according to the properties of the screen/device that it’s being viewed on. Responsive ads automatically adapt to the size of your user’s screen, meaning publishers can spend more time creating great content, and less time thinking about the size of their ads.

Our experiments show that full-width responsive ads perform better on mobile devices in portrait mode. Previously Responsive ads fitted to standard sizes. The new launch will now automatically expand ads to the full-width of the user’s screen when their device is orientated vertically.

If you are already using responsive ads, your ad unit has been upgraded automatically for mobile users. Otherwise, we recommend that you switch to responsive ad units today.

Powered especially by the rise in smartphone adoption, constant connectivity has created many more opportunities for publishers to connect with their users. With a multi-screen centric approach, these opportunities can lead to a larger audience and, ultimately, to higher revenue in the long term.

Why you need a multi-screen strategy
Check out different ways to see the multi-screen shift with your own data:

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Performance reports
Visit the Reports page in your AdSense account and access the Platforms report.


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  • What percentage of your traffic comes from high-end mobile devices?
  • How does it compare to last year?
  • How does your high-end mobile traffic growth compare to your desktop growth?

Google PageSpeed Insights
Test your URL in the Google PageSpeed Insights tool to assess your mobile score.

  • What is your score? A score of 85 or above indicates that the page is performing well.
  • Read the Mobile Analysis section to analyze your results.

Mobile-Friendly Test
The Mobile-Friendly Test analyzes a URL and reports if the page has a mobile-friendly design. A page is eligible for the “mobile-friendly” label if it meets the following criteria as detected by Googlebot:

  • Avoids software that is not common on mobile devices, like Flash
  • Uses text that is readable without zooming
  • Sizes content to the screen so users don’t have to scroll horizontally or zoom
  • Places links far enough apart so that the correct one can be easily tapped

For more information, see the Helping users find mobile-friendly pages blog post.

Google Analytics custom dashboards
Use Google Analytics custom dashboards to understand your users’ behavior.

  • Check the “Mobile Traffic Behavior” graph in the Traffic Growth Dashboard to understand which devices your users are using, and their bounce rate per device category.
  • Check the “Engagement by Device” graph in the Engagement & Loyalty Dashboard to understand how much time your users are spending (i.e., their average session duration) per device category.
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The most common approaches for multi-screen sites
There are three ways to make your site multi-screen friendly:

  • Responsive web design: a clever design technique that uses a single HTML code base for all platforms.
  • Dynamic serving: in this method, the web server detects the type of device a visitor is using, then presents a custom page designed for that device.
  • Separate mobile site: a third option is to simply create a mobile site that’s separate from your original desktop site.

Multi-screen resources to get you started
Here are some resources to help you get started with providing a great mobile experience for your users.

  • Web Fundamentals: Web Fundamentals is a comprehensive resource for multi-screen web development, and teaches you step-by-step how to build a multi-screen site.
  • Building Websites for the Multi-Screen Consumer: The Building Multi-Screen Websites white paper looks at the common approaches to multi-screen sites, with tips on how to create a great user experience while avoiding some of the more common mistakes. Download
  • Google Developers Mobile Guide: If you’re looking for a way to make multi-screen friendly sites using a content management system (CMS), check out the Customize Your Website Software section in the Google Developers Mobile Guide. The Mobile Guide also has a quick start section to help you decide on your multi-screen strategy.