Why Your Ads Will Work in Google’s Accelerated Mobile Pages (AMP)

Accelerated Mobile Pages (AMP) is an open source project that makes the work easy for publishers to make mobile-friendly content and load it instantly everywhere. It enables publishers to create ads and websites that are fast, beautiful and high performing.

Google came up with AMP pages to help speed up the mobile web. So far, over 150 million AMP pages have been built in order to deliver content at a faster rate which is four times the normal however it does not support more advanced functions like data transfer, tracking, and analysis.

Its primary use is to deliver constant content such as blog posts and articles, for example, AMP links normally pop up at the top of search engine pages on your mobile phone.

Google continues to develop this platform, the more recent is the development of AMP for ads and landing pages which are known as ALP.

AMP works in three basic parts:



HTML in full is hypertext markup language. AMP HTML is used to create the foundation of web pages by use of tags, numbers, and letters.

Google has put in place restrictions on elements of HTML responsible for making pages load slowly.

AMP HTML is a standard HTML that incorporates custom AMP properties. The custom elements ensure that common patterns are simple to use.

Most of the tags here are standard tags but some of the tags are replaced to fit with the AMP components.

AMP JavaScript


JavaScript is used in advanced stages in the implementation of website functions and uses the best performance practices to make sure that the pages are as quickly as possible. However, it is also a major contributor to slow load times.

Joining many JavaScript libraries, tools, and embeds in a page brings performance is not obvious that bad performances are as a result of JavaScript, however, at times it may lead to performance problems since it is difficult to make performance guarantees because anything can happen at any time.

Google is determined to ensure quick load times by restricting the use of author- written and third-party JavaScript within AMP framework.



CDN also known as the content delivery network, is an alternative component of the project which is not a must, it allows users to store their web page on Google’s servers in form of cache. Cache version is a digitally made snapshot of a page that all data are stored in a single place.

Cache version makes it faster to serve the user unlike when the content has to be delivered through multiple steps and retrieved in multiple places.

Faster load times are incredibly a good thing, however, for ad-supported sites and services the big question is how ads can be squeezed to fit into AMP pages.

The following tries to make it work for users of AMP;

AMP Will Be Free


Google will not charge for the AMP since there is no commercial relationship between Google and any publisher involved in the project but Google may still stop any advertising that it helps to sell and serve as AMP.

Figure Out Tracking Details, Targeting And Ad Serving


Users are not yet assured by Google how advertising can work within AMP, however, pages can load content before advertising.

There is also need to address other details like ad targeting and tracking details, there is a project in place to ensure that existing business models are supported and there is confidence that existing online ad infrastructure will AMP.

Publishers Can Sell As Many Ads As They Want


Publishers using AMP have been allowed by Google to use any tool they want to sell advertising alongside their content i.e. they can use tools provided by the third-party companies like ad networks and technologies alongside Google’s ad tools to sell their advertising.

It is also planning for subscriptions and paywalls support, publishers are also able to decide who they partner with to sell their ads and also have control over their business model.

Amp May Help Quell Ad Blocking


Google is taking some approaches that achieve a better interface as ad blocking however google does not seem to address the issue of ad blocking but they seem to be in the same line with ad blocker are investing on.

Web pages loading times are slowed by advertising this has increased the consumer adoption of ad- blocking tools.

AMP provides experience in more streamlined mobile web and it can, therefore, help prevent consumers use such tools.

Amp Pages Help Google Avoid Bad Ads


Google has intentions to ensure only ad formats that do not withdraw from the experience of the user however, publishers have all the freedom to use third-party ad tools.

It is also the community responsibility to decide on what ad formats withdraw or do not withdraw from the user experience. Google also steers the direction that is more appropriate for the users.

Publishers Will Retain Data


Because the publishers have full control over their AMP pages, they, therefore, control all the data and they retain all of the content that comes out of it.

Is Accelerated Mobile Pages Advertising Good For Your Business?


Google is expecting AMP pages and ads to improve both marketer and users experience. It is therefore important for businesses to adopt this kind of advertising.

It is likely to benefit businesses in many ways. It is therefore important for business owners to know the following ways in which accelerated mobile pages advertising might be a good thing to their business;

i. It boosts revenue for your business - good ads will attract internet users to click on the ads, they do this to fulfill their desire of getting a better experience.

This will result in higher conversion rates for marketers and advertisers, publishers benefit from these by increasing their revenue.

Furthermore, its fastest speed also double revenue since slow load times is associated with lost opportunities and revenue. It boosts load time from 19 seconds to 5 seconds, this ensures that no opportunity is lost.


ii. Boost discoverability - this is achieved by the positioning of the AMP ads on the web pages, these ads appear on the top of the web pages which makes it difficult for web users to ignore hence will be tempting to click the ads.

By doing these web users gets a chance to discover about the business and at the end businesses will boost their discoverability among their clients and customers.


iii. It increases the number of viewers - since they are displayed on the web pages especially at the top and they automatically appear whenever the user opens the web page, therefore many web users will view the ads furthermore the user has an easy time to get back to the content they were reading before the ad appeared.

This also benefits the users since they are not worried of losing the content that they were reading, they can, therefore, click on the ads as much as they want and as they do this they increase viewers to the ads which are beneficial to the advertisers and businesses.


iv. It provides limitless ads selling - publishers are free to use any Google tools to sell ads. They are also free to sell ads without any limits, this helps to improve revenue at the end.


v. It provides a free marketing platform for businesses - through AMP businesses has the opportunity to advertise their products or their organization and this helps them to increase sales and carry out their marketing activities.

Through this, it provides revenue for business and also reduces the advertising cost since it is free.


vi. It reduces expenses - AMP ads are free, Google does not have any commercial relationship with the publishers or business owners, therefore, they do not have to pay Google for the AMP ads.

This helps the business owner to cut the cost of advertising thus helps in cost saving, it is, therefore, cheap to carry out AMP ads that to use other forms of media to carry out advertising.


vii. AMP advertising promote a positive experience for marketers - marketers or business owners get to know how online users react to their ads, and whether if the ads are effective.

The more the clicks on ads the higher the chance the ads prove to be effective. This helps publishers in evaluating their ads and helps them know what kinds of ads are likely to have many viewers.


viii. AMP advertising helps business owners to reach a wider audience - there are many users of internet services globally who visit different web pages every second, these ads automatically appear on top of web pages of these many users who sometimes click on the ads to get to know what is all about.

By this, publishers or business owner are able to reach many people at once.

AMP seems to bear more good things to the advertisers, however, only time tell whether it is fully beneficial.