Nobody likes waiting for things to load. If a website stalls when loading, a user is likely to bounce from the site and pursue faster links. Every second that it takes a website to load conversions fall by 12%. While users are certainly not fans of slow load times, neither is Google. The search engine giant strives to create a better experience for all of their users which led to the development of Google AMP in 2015. Now that it has been widely adopted, consumers are viewing AMP pages without even realizing it. These benefits not only stretch for Googlers, but for advertisers as well through the use of AMP in display advertisements and more.

So what is Google AMP?

Accelerated Mobile Pages, or simply AMP, is an open-source format that web pages can be built in that increases loading speeds. Often AMP articles can be denoted by a small lightning bolt logo in a grey circle as seen in this Google search query for “Apple”.

There are three main parts of technical info that make up a Google AMP Page. Those are AMP HTML, AMP JS, and AMP Cache.

    A typical website coding language with certain restrictions to increase page load speeds.
  • AMP JS
    A code that adds the creative, visual aspects of a website and ensures fast rendering.
  • AMP Cache
    A content delivery network that finds contains, and loads web pages.
amp example

What does this mean for Advertising?


Thousands of the leading online publishers use Google AMP around the world, meaning that many of the articles you read live on AMP. How does this affect the advertising industry? There are multiple answers to this question, but each revolves around one aspect of Google AMP—speed.

Lower Bounce Rate = Larger Reach
If an Advertisements is made with AMP, the likelihood of a consumer bouncing from that page due to a slow load is very low compared to a  page that loads bit by bit. Even better, this increases the probability that users will interact with the ad’s content, instead of being annoyed by a slow load time.

Building Ads with AMP HTML
Just as an AMP HTML webpage loads instantly, ads that are built with AMP HTML load faster, ensuring that a campaigns creative genius isn’t killed by a technical speed bump.

Flexibility in Placement
AMP HTML Ads can live on both AMP and Non-AMP websites. This flexibility drastically improves the user’s ability to reach any desired audience and generate a better ROI from the advertisement.

Interested in learning more about how to make these AMP ads? We suggest starting by checking out these sites by Google which can guide a code-adept person to learn more about the process. The basics of creating an AMP HTML advertisement can be found here and more information on using AMP with Adsense is also available from Google.

Google’s AMP is a continuation of its strive to suit its customer’s needs and help pages rank higher through faster load speeds. In this sense working with AMP can help a pages SEO efforts, furthering its importance for marketing teams. Interested in talking more about AMP and how to boost your business’s search engine rankings? Get in touch with us at to chat.