Today, one of the biggest challenges facing online advertising companies is mobile users. Customers increasingly use mobile to communicate, research, and view online content. They are becoming more intelligent, educated, and less patient with slow pages and ads. In this situation, a few seconds can affect the success or failure of an advertising campaign. Pages and ads that take more than one second to load completely will sometimes cause a financial loss for the advertising company. What’s the solution? Maybe AMP.

In this article on the Smart Strategy blog, we will introduce the AMP, how it works and how to use it. Keep us.


What are Accelerated Mobile Pages?


AMP stands for Accelerated Mobile Pages, a Google-affiliated technology whose sole purpose is improving page loading speed for mobile web users.
AMP is based on AMP HTML, another version of the same code that builds the structure of the web.

  • AMP HTML is part of an open-source framework designed to speed up mobile pages. This framework also uses AMP JS and AMP CDN.
  • AMP JS is a JavaScript framework for mobile sites.
  • AMP CDN is an optional content delivery network (generally, CDNs cache your website pages and distribute them among multiple servers in different geographic locations, resulting in faster data delivery to users close to those places).


CDN |Smart Strategy

How does AMP work?

It separates parts of the branding from the page to achieve better speed. This has caused some criticism. Critics believe fake news may gain legitimacy and be seen as much as the content produced by reputable news agencies such as the Guardian or NPR.

From the website elements that are stripped out to reduce the load time, two are most important to marketers and advertising companies:

  1. Any form (Such as the registration form or the form to receive user information).
  2. Any external JavaScript element.

After removing these “irrelevant” parts of code and branding, a page can load 15-80% faster than the original version of the page without losing a single basic functionality for the user. Even Bing, one of Google’s competitors, has admitted the power of Google to speed up page loading by 80%.

It is important to remember that we are explicitly talking about mobile users in this text, and Google AMP does not apply to desktop or laptop users. However, mobile users are an increasingly important part of the target audience for advertising companies. Therefore, it is crucial to keep mobile users happy, and it is a helpful way to do this.


What does AMP do for your ads?

Although the overall goal of the AMP project is a better user experience, part of this goal includes support and providing technology for the security and speed of advertisements.

Ads on AMP pages work the same as original versions on web pages. Like the main pages, the publisher takes space for the ads through JavaScript by adding the <amp-ad> tag to the AMP page.
Then when a user clicks on a link on that AMP page, the defined tag sends a request to the ad network to display the ad in the targeted space.

Since AMP requires pages to have isolation code without external JavaScript or complex HTML elements, it has been chiefly used for static pages containing text content. Blog posts and articles you’ve probably seen at the top of the Google search page on mobile.
Recently, this has changed. Google has been extended to include ads and landing pages (via ALP or Accelerated Landing Pages, a framework similar to AMP and targeted explicitly at landing pages). In the past, loading an ad inside an AMP page was slow, while the other pages could be loaded in less than a second.


It affects advertisers in two ways, and both are equally important.

  • First, it affects the page’s loading (except for the ad).

This impact will be significant to potential users. A page that loads faster brings a better user experience; Because it puts the user in a better and more receptive condition to see the ad.
On the other hand, slow page loading will significantly reduce the conversion rate (up to a 12% reduction for every second delay in the total page loading). If this process takes too long, the visitor may leave the page and lose them altogether.


website loading | Smart Strategy

What does “too long” mean here? It may be hard to believe, but what we mean by excessive page load time is around three seconds or even less. Now consider that most ad pages on mobile require approximately 6.9 seconds to load fully. As a result, these advertisers have no chance to show themselves to the user and impress him.

In addition, once users opt out of a page, they will most likely never revisit it. Worse, some users will share their bad experiences with their friends and acquaintances.
But AMP pages load in less than a second, leading to instant gratification because users can find what they want faster. In addition, the user experience improved by your page prepares the audience’s mind to see the ad message and follow it.


  • Second, it increases the loading speed of the ad itself.

Even if the page loads quickly but the ad is not loaded, and space is shown, the user may scroll and never see the ad.

A page that uses AMP technology will not have this problem. The ad will load almost immediately with the entire page, and the user will be likelier to click on it. As a result, the conversion rate will also increase. This will have a significant impact on your marketing.



Imagine a member of your target audience surfing the web on a mobile phone and looking for information about your company’s product or service in the Google search field.
In the list of Google results, this user sees several AMP pages placed as the top priority of the results. One of these pages is a mobile-friendly version of the buyer’s guide page on a website with content related to you. This page will be loaded immediately on the user’s mobile phone. Then an advertisement will be displayed to the user, who will be redirected to your website by clicking on it.

This step will also be done using ALP, like the high-speed AMP page.
All in all, AMP benefits everyone:

  1. First, the user will have a better user experience.
    This better user experience will help advertisers and marketers by increasing the conversion rate.
  2. Publishers of pages containing advertisements also benefit from this issue. Because more effective ads will lead to more clicks, the demand for displaying ads on those pages will also increase.




If your conversion rate from ads on mobile pages isn’t that high, you can try Accelerated Mobile Pages and see how it affects your business.

if you have any question in this regard, please contact us to have a free consultation with our PPC strategist through Smart Strategy PPC services landing page.

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