Google AMP
Google launched its open source Accelerated Mobile Pages (AMP) project a few months ago, which is part of its strategy in achieving the goal of providing users with a mobile internet that is better and faster than ever before.


What Does AMP Do?

Accelerated Mobile Pages is simply a bare boned version of the mobile web, which works on a re-invented version of HTML. Known as AMP HTML, this form of HTML removes most elements that cause site pages to load slower on mobile platforms, such as third-party and Java scripts. Pages created in this manner can load up to 85% faster than its non-AMP version, and they have also made it easier for web publishers to get started in AMP by providing a handy tutorial.


Stripping down the experience of using the mobile web means that Google is removing much of the infrastructure used by marketers and advertisers to target potential customers. Although this will require a new approach to advertising on mobile platforms, there are many other reasons why it is necessary to embrace AMP right now.


Faster Rendering Means More Page and Ad Views

Information gathered by Kissmetrics has revealed that 40% of web users will abandon pages that take longer than 3 seconds to load. As a result, faster-loading pages would benefit everyone – after all, no one will see an advert if a page is abandoned before it loads fully.


Pages that load faster will result in more page views being experienced per session, which ultimately results in users being able to see more adverts. In addition, Google is ensuring that AMP traffic can be fully analyzed in much the same way as regular web pages. Although the technology has built-in native support for Analytics, you will be able to enlist the help of other partners such as comScore, Chartbeat and Adobe Analytics to monitor user traffic as well.


Enjoy a Boost in Overall Search Rankings

Since Google implemented its array of mobile-related algorithms in recent months, it has become more crucial than ever to ensure that sites are as mobile-friendly as possible. Sites that fit these criteria will appear higher up in overall search results, while those that haven’t bothered to implement any mobile changes are being banished to second – or even third – page results.


This means that AMP’s that are specifically designed for fast loading and improved user experience will experience a significant boost when it comes to search ranking. All AMP sites are going to be highlighted with green lightning bolts, which will indicate to users that they are about to experience the fastest possible mobile pages and data.


Implementing Fine-Tuning Advert Control

An announcement made by Google in January regarding AMP and advertising also included details pertaining to how AMP ads will work and what publishers would be able to do with them. A statement in the announcement read, “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 placement, and viewability measurement.”


Additionally, Google is eager to let everyone know that “20+ ad tech vendors” are on board with AMP already, some of which include Taboolah, Outbrain and AOL. Although the search giant is happy to allow marketers and publishers to control many aspects of advertising, there are still parts of the advert experience that it is determined about dictating.


Google has laid out 4 key principles pertaining to its approach with regards to advertising on AMP. It needs to be secure (HTTPS will be essential), fast, beautiful and involve industry co-operation. The company is adamant that working according to each of these principles will be the key to unlocking the “next $50 billion” of mobile advertising revenue. The launch of Accelerated Mobile Pages has indicated to marketers that Google is basically expecting them to conform to its vision of what a better mobile web should look like in order to enjoy the rewards thereof.

The faster loading speeds that will be experienced, in conjunction with better user engagement, AMP’s host of in-built functions and features and the extreme amount of influence that Google has in the entire internet arena overall means that it will be more than worthwhile to get on board with Accelerated Mobile Pages – preferably as soon as possible.