AdWords to Support AMP Landing Pages

AdWords advertisers will soon be able to drive mobile search traffic to Accelerated Mobile Page (AMP) landing pages.

Originally launched February 2016, AMP is an open-source project that seeks to improve the performance of web content on mobile devices. The AMP framework uses HTML, JavaScript and caching to achieve blazing-fast load times for mobile-friendly content. According to a report by Adobe, 7 percent of all Internet traffic goes to AMP pages. All AMP pages are identified in the search results with a lighting bolt icon.

AMP has received numerous upgrades in recent months. The new AMP framework supports checkout processing, split testing and dynamically created content.

AMP Comes to AdWords

In May 2017, Google launched a beta test for AMP landing pages on AdWords, allowing select advertisers to drive traffic from mobile ads to their AMP pages. The beta period is now over, however, with Google now rolling out this feature to all AdWords users.

Search Engine Land reports that AMP landing pages are restricted to text ads on the Google Search network. Furthermore, they can only be used on mobile ads. This means you cannot advertise an AMP page on the Google Display network, nor can you drive desktop traffic to your AMP page.

AMP landing pages also support caching, meaning once a user accesses a page, it’s stored locally on his or her computer. So, the next time that user attempts to visit the page, he or she doesn’t have to load from the server; they load it from their own computer. Caching, however, is currently limited to Android devices using the Chrome web browser.

Benefits of AMP Landing Pages

So, why should you use AMP landing pages in your AdWords campaigns? Google has cited several success stories of companies using AMP landing pages. The travel booking service Wego, for instance, experienced 95 percent more conversions after switching to an AMP landing page in its AdWords campaigns. The organic food store Greenweez experienced similar results, boasting an 80 percent increase in conversions when using an AMP landing page.

The biggest benefit of using AMP landing pages, however, is a reduction of load times. The tech website Gizmodo says its AMP pages load 300 percent faster than non-AMP pages. By reducing load times, you’ll encourage visitors to stay on your site — and that usually means more sales or conversions.

About Brandon Ferguson 317 Articles
Brandon has been browsing and sampling what the web has to offer. He sifts and sorts the good from the bad. Drop him a line if you want to ask anything at all! Always happy to help.

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