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A Fast-track Guide: Responsive Web Design

By | Jun 28th, 2013 05.03 AM | View all posts in Tips & Tricks

Want to design a responsive website? Assuming you already know what a responsive website is, here’s our quick guide on how to easily go about it.

Start From Small to Large

List out all the devices you want to optimize you website for. Then start designing starting from the smallest screen first.

device comaprison table

Use the Grid System

Instead of measuring your website in pixels, switch to the grid system which is about taking a percentage view of the screen. The main reason to take on this perspective when designing is that the width changes depending on different browsing windows, hence ‘responsive’ design. Take note that it’s not possible (or would be extremely difficult) to design a responsive website without the use of the grid system.

the grid system

Simple Navigation Design

Design the site’s navigation as simple as possible. Menu design should be as simple, with maximum of 2 levels for multi-level menu. This is to optimize both the design and development part for an error-free responsive website.

sample menu

Think in Modules

Take on a modular viewpoint on the different parts of your design. Instead of seeing them as a whole, treat each part separately and imagine being able to split, re-size and shuffled the parts easily to get different layouts without negative impact on the overall page design.

modular view

Think Fluid Design

A fluid grid is design in terms of proportions. The benefit? When the layout gets squeezed into small mobile screens, all the elements within the layout automatically re-size their widths in relation to each other keeping the page looking intact and error-free. The same idea is applied for larger screens.

Next, let’s take a look how to go about proportion calculation for each element. One of the better ways to do this is to create a high fidelity mockup in Photoshop or any other pixel-based editor. Then, measure the page elements and divide it by the full page width. Start by defining what your ‘container value’ is. This is basically how many pixels wide for your entire page layout. Now take a look at one of your elements. If your container value is 960 and your element is 300 pixels wide, then ratio-wise, your element is 31.25% of the full width. The math: (300 pixels/960 pixels)x100 = 31.25%

responsive web calculation

There you go. A quick and simple guide for designing a responsive web.


Image credits:,,,,

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Google’s Algo Tweak: Bad Mobile Website Can Hurt Rankings

By | Jun 24th, 2013 07.54 AM | View all posts in News and Updates

Google has just very recently launched a new algorithm update to target spam queries such as ‘payday loans’. Along with the recent tweak, Google has given a ‘heads up’ that a bad mobile website would affect rankings as well. This is currently broadly explained as such, “we plan to roll out several ranking changes in the near future that address sites that are misconfigured for smartphone users.”

From Google’s webmaster blog post, we learn how to optimize for the update:

1. Ensure that the same URL that shows content for desktop users do not show an error page on smartphones.

2. Ensure that when a desktop page redirects user to the smartphone-optimized website, it’s to a relevant page. In other words, blanket redirect to your mobile homepage should now be avoided.

Google’s advices to configure websites to both display and work well on mobile devices: “Try to test your site on as many different mobile devices and operating systems, or their emulators, as possible.” With this latest piece of news, it’s without doubt that Google’s saying it likes responsive web designs as oppose to a mobile version that runs on a subdomain or dynamic serving of content.

Then again, most websites are seeing increased mobile-base traffic, up to 50% for many websites. So it’s probably a good time to re-visit mobile search strategies. Trends are suggesting that it’s only a matter of time before mobile search volume catches up.

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Syndacast Debuts at ad:tech Singapore

By | Jun 17th, 2013 05.26 AM | View all posts in News and Updates

Ad:Tech is a huge digital marketing event that happens yearly around the globe. Syndacast received a tremendous welcome last week at ad:tech Singapore 2013, Asia’s leading digital marketing event. It was the first time Syndacast had exhibited at the show – and we’d like to thank the organisers for a great business event, the many clients who visited us and finally our tireless staff who manned the Syndacast ad:tech stand for two full days. In addition, one business card lucky draw winner will receive a two night stay at a hotel of their choice.

AdTech Singapore

We used ad:tech to extend Syndacast’s unique ‘No ROI, No Fee’ offer enjoyed by some of our clients to other potential partners in the travel and tourism industry. As Asia’s largest independent online performance marketing agency, we are able to focus on what clients really want – results – and have a solid gold track record in delivering an average return on investment of 8 times for an online marketing campaign.

This is equivalent to 12.5% cost of sale, which is on average lower than any of the commissions hotel clients offer Online Travel Agent partners, with the additional benefit of increasing bookings to direct channels. The ‘Syndacast Promise’ is that we won’t charge clients a management fee unless we deliver on our average ROI.

Syndacast Team

How is Syndacast able to make such an offer? As explained by the company’s founding director and one of Asia’s digital pioneers, Wolfgang Jaegel:

“Syndacast is an independent, media agnostic agency. Unlike agency groups we are not tied to any particular online network supplier. That means we are able to use our proprietary optimization technology such as AdBoost to test and measure the media that delivers the best results for each individual campaign, and adjust on a real time basis to maximize results.”

Syndacast’s ROI success is built on experience, independence, efficiency and a mind-set that is performance orientated. That is why we are confident about extending our offer to more great clients in the hospitality industry. It’s also why Syndacast consistently generates results that beat industry averages.

AdTech Participants

Event participants ranged from individual marketers to business owners and the event itself was a huge digital information exchange hub.

We are now looking forward to working with the new clients and contacts we made last week in Singapore. Thanks ad:tech – see you in 2014!



Doy Moreau
Chief Marketing Officer

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