Google Amp Ads

Key Reasons Why You Need Google Amp Ads for Your Landing Pages

Google Amp Ads: AMP or Accelerated Mobile Page is an open source, development framework designed by Google to help create fast loading, light-weighted, and mobile-friendly landing pages.

The pages created with AMP are served by AMP cache which loads the pages faster than the web server of the business.

It not only contributes to improving your SEO performance, you can also create AMP ads to create a faster, lighter and safer ad experience.

How does the Google AMP work?

The framework consists of three basic parts:



AMP HTML is a stripped-down, basic version of what we recognize as hypertext markup language — the system of tags, numbers, and letters used to build the foundation of most web pages.

In this lighter version of the digital language, Google has placed usage restrictions on elements of HTML most responsible for making pages load slowly.

AMP JavaScript


Normally JavaScript is used to implement more advanced website functions, but early on the team at Google recognized that it’s also a major culprit behind slow load times. To ensure speedy load times for all, Google restricted the use of author-written and third-party JavaScript within the AMP framework.



The AMP CDN (content delivery network) is an optional component of the project that allows creators to store a cached version of their web page on Google’s servers. That cached version is a digital snapshot of the page that contains all its data in one place.

As a result, it can be served to the user faster than if the content had to be delivered through multiple steps and fetched from different places.

Why do we Need Google AMP

Google Amp Ads

Nobody likes to sit around and wait on a website to load, especially on our phones. In the midst of a meeting, on the subway or walking down the street, we do not have the time or the patience to wait endlessly for a page to load.

But slow-loading pages are way beyond just annoying. In fact, according to data from Google, 40 percent of users will actually leave a site if it takes more than 3 seconds to load.

A slow site can have big impacts on SEO rankings. An average U.S. retail site takes nearly 7 full seconds to load, according to Google’s data, more than twice the time most users are willing to wait.

Think about that in terms of your advertising: If you are spending money on an ad, but that ad drives people to a slow-to-load landing page, is that ad effective at all? Is money being put to good use? Are you maximizing your potential conversions? Not one bit. (pun intended)

Not only will they abandon that page, but research shows that 79% of online shoppers will not come back. Then after their bad experience, they will even tell their friends about it.

To stop such mishap, Google launched its Accelerated Mobile Pages (AMP) project. Since then, 150 million AMP pages have been built to deliver content at speeds 4 times faster than the norm.

To keep these pages as “light” on a code as possible, AMP doesn’t allow the use of third-party JavaScript or complex HTML, which means that more advanced functions like data transfer, tracking, and analytics would not be supported.

But all that is changing. Recently Google unveiled AMP for ads and landing pages, called ALP (Ad Landing Page), which will allow you to convert prospects faster than ever before.

AMP-constructed landing pages are designed with the framework to continue the streamlined mobile experience that users initiate when clicking on a mobile AMP ad.

Together with AMP for ads, ALP works like this:

The user navigates to an AMP page, clicks an ad built with AMP HTML, and is immediately directed to an AMP-constructed landing page that is been queued up for the user.

The process eliminates the usual click, tracking redirect, landing page redirects, loading process and shortens it to two steps: click, load.

Initially, a select few businesses got first dibs on trying the new AMP for ads and landing pages. Today the service is open to advertisers and publishers of all sizes.

Here are a size and nature-wise distribution of the business—

Local Businesses

For local businesses such as a salon or a small enterprise, getting their landing pages with their services and other information optimized through AMP helps beat the competition prevailing in the local market.

News/ Entertainment

Businesses that offer content for the customers benefit greatly as with AMP landing pages the first click on the article/ news that the user is willing to read is received and delivered with positive results.

 Lead Generation Businesses

Businesses that are looking for driving registration or sign-ups from their websites, can create AMP landing pages and expect a better turnout.


If the landing page the customer is being taken to, is the decision making a page, then making sure that those landing pages are mobile optimized would improve the conversions.

For eCommerce businesses, making product listing pages with AMP helps load the product page quicker and make decision making equally quicker. But here, ensuring that a relevant product is being shown helps make the conversion a one-step-process.

Google Amp Ads

In addition to the previously mentioned benefits of increasing loading speed and others of employing Google AMP, here are some additional benefits also—

1. Better Google Rankings


For one, speed is a major factor in Google’s search rankings so, in theory, the faster your pages load, the better you will rank in organic search results.

2. Better User Experience:


Faster-loading pages also mean a better user experience, and that likely means better conversion rates, lower bounce rates, more time spent on your site, more repeat visits/business and, in the long term, a better reputation with customers on the whole—and most importantly, greater customer satisfaction.

3. Top of the Search Results:


AMP pages also display at the top of search results by default (along with a little lightning bold icon), so even on just one-off landing pages, they can give you a big boost in visibility and name recognition.

4. Lower Cost Per Click:


There is also a serious benefit for advertisers. One can assume that because Google AMP Ads have better click-through rates (thanks to prime default placement), they also have a higher quality score and, subsequently, lower cost per clicks.

Ultimately, that means a better ROI and more returns for the same amount of ad spend. It is only the start of Google AMP. Google has announced it plans to continue expanding the AMP project over the coming years. Only time will tell what possibilities lie ahead.