Accelerated Mobile Pages (AMP): What’s in it for Marketers?

In October 2015 Google announced its initiative to improve the performance of mobile web browsing by introducing Accelerated Mobile Pages (AMP) project. AMP is a highly accessible framework for developing web pages that load fast on mobile devices. The open-source initiative is designed to help publishers improve speed and optimize user experience for reading on mobile devices, without forgoing the advantage of sponsored ad revenue if they are relying on it. Web developers, however, can achieve similar results with incentive performance optimization which publishers fail perform. The nuance of AMP is to help publishers make these optimizations without compromising the web experience on mobile devices.

How Does AMP Work?

AMP consists of three basic parts including AMP HTML, a subcategory of HTML with some properties, tags and restrictions. One can simply adapt existing HTML web pages to AMP HTML if they have a sound understanding of regular HTML. AMP JS, a JaveScript framework that manages synchronous loading and resource handling, however, it does not permit third party scripts. And AMP CDN, a Content Delivery System which automatically make cache and optimize AMP enabled page performance. But let’s not go further into the technical aspect of how you can AMP you website, and leave it to developers. Our focus is to understand AMP in marketing context, understanding key features and assessing how it can optimize user experience on mobile web.


Why AMP is Different from Mobile Web

AMP HTML strips out most HTML elements like third party scripts and JavaScript that causes web pages to load slower on mobile devices. Page that are created with AMP HTML are crowed by Google causing them to load 15% to 85% much faster than those that are not. AMP tutorial can help new publishers to create AMP page. However, by stripping down some infrastructural elements that marketers and advertisers depend on to deliver impactful brand messages to users, yet there are some aspects of AMP that require new approach to advertise on mobile. So there’s something new for marketers to learn from AMP while experimenting new approaches when marketing on mobile.




AMP Boost Search Engine Ranking

It’s no surprise that mobile friendliness is a major search ranking factor after Google Mobilegeddon algorithm, and websites that passes Google Mobile Friendly test are ultimately ranked higher in search results. Alternatively, pages that not device responsive are dragged down to second and third page of results. Taking a step further Accelerated Mobile Pages are exclusively designed to load quickly on mobile devices and enrich mobile user experience, which means AMP pages will certainly get a boost in search rankings. We can also notice a green light bolt on AMP sites in search results that invite users to experience these really fast mobile pages.




Faster Page Load means More Page & Ad Views

40% of all users will abandon a webpage if it takes more than 3 seconds for it to load, according to Kissmetrics. The situations is even worse when it comes to mobile browsing. Therefore, faster loading pages is what every user wants, nobody is going to read a brand messages or see an ad if they abandons a page before it loads. Google AMP is reevaluating its digital adverting but it won’t be too long because it understands the significance of online advertising. Faster page load mean more page views and ultimately more ads viewed. Google makes sure that AMP webpage is analyzed and quantified like other webpages. A built-in Google Analytics support help assessing user behavior and traffic data.




Ad Content should be Secure, Fast & Beautiful

The last update on advertising and AMP was in January that included details on how AMP ads will work and how publishers will be able to do them.

“When AMP launches on Google Search in February, it will include important, basic functionalities. These include the ability to traffic ads with ad servers of your choice, support for multiple demand sources and formats (including native ads), full control over ads placements, and viewability measurement.”

These useful set of tools and functionalities indicate that how Google is keen to include advertisers in AMP project and to the fact that “20+ ad tech vendors” like AOL, Taboolah and Outbrain are on board with AMP. Though Google led publishers to control various aspects of their advertising efforts, yet some parts of the ad experience are dictated. However, with AMP Google is expecting marketers to conform to its own definition of better mobile web experience.



Shahrukh Saeed is a design savvy digital enthusiast focused to share latest tools, tricks & techniques of the web, digital marketing UX/UI & SEO with business startups and learn from experts in the field.

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