Google will officially launch its Accelerated Mobile Pages (AMP) project this week, according to AdAge. This is a huge, revolutionary step for Google, which has stated in the past that their goal is to create a “better, faster mobile Internet”. 

First announced in October 2015, Accelerated Mobile Pages (AMP) is Google’s initiative to “dramatically improve performance on the mobile web”. AMP is Google’s answer to “Facebook Instant Articles” and “Apple News,” two news readers made for on-the-go users. While those two initiatives require a partnership with Facebook and Apple, Google’s AMP’s will be available to anyone wanting to create web pages. 

We’ve did our research to see what features marketers can expect from Google’s new Accelerated Mobile Pages. Here’s what you need to know about this new feature: 

 

What is AMP?

Think of Accelerated Mobile Pages as a stripped down version of the mobile web. These pages run on a reinvented version of the language used to create all web pages: HTML. This reinvented, reimagined HTML language, known as AMP HTML, strips out most of the features and elements that cause web pages to load slow on a mobile device. This includes JavaScript and third-party scripts. Google mentions that AMP HTML pages can load anywhere from 15 – 85% faster than a non-AMP version of the same web page. In addition to faster load times, they’ve given all web developers the ability to create AMP pages and walk them through the process of creating a AMP page with this tutorial. 

Google says it’s partnering with 30 different publishers and technology companies. Some well-known sites that will be integrating AMPs soon are Pinterest, Twitter, WordPress.com, and LinkedIn just to name a few. 

For marketers, this will require a new approach to advertising on web as many of the elements AMP pages will strip away are the same elements marketers use to deliver messages and reach target audiences. However, we think it’ll be worth it. Here are the positive benefits to expect from AMP pages: 

 

What are the benefits of AMPs? 

Better Search Rankings in Google 

Google has always said that mobile-friendly sites plays a huge role in how Google ranks sites in search results. (Remember ‘Mobilegeddon’ in 2014?) Sites that pass Google’s Mobile-Friendly test appear higher in search results, while those who do not pass are banished to the bottom. 

Since Accelerated Mobile Pages was made to be mobile friendly and create a better user experience, so this means it’s set to get a huge boost in search rankings. Search Engine Watch reports that AMPs will also be designated with a green lightning bolt icon, encouraging users to click to experience a lightning-fast mobile site. 

 

More page views 

Fast loading pages means more web page visits! According to KissMetrics, loading time has a big effect on your bottom line. 47% of customers expect a website to load in less than 2 seconds. And a 1 second delay in load time can result in a 7% reduction in conversions. Nobody is going to read text, watch a video, or see an ad if the web page takes too long to load. 

Google’s AMP project is focused on making the entire experience better: this includes web pages and everything on those web pages. By increasing the load speed of web pages, Google’s able to display ads that are more effective for their advertisers. Faster-rendering pages means more views and hopefully more conversions. 

 

Advertising support from Google 

According to Google’s January announcement, Google will make it a “top priority is making sure that ad formats, features and measurement that publishers rely on work within the AMP environment”.

When AMP launches on Google Search in February, it will include important, basic functionalities. These include the ability to traffic ads with ad servers of your choice, support for multiple demand sources and formats (including native ads), full control over ads placements, and viewability measurement

Google is set to create a better experience for everyone, including advertisers. Four features that both advertisers and customers can expect for advertising in the AMP environment are: 

1. Faster ads – speedy AMP web page comes with speedy documents, including advertisements 

2. Beautiful ads – Google ensures that ads in AMP will be “beautiful and innovative” 

3. Safe Ads – Google will require “all creatives to utilize the HTTPS protocol”

While websites will be able to display ads on AMPs, full size ads nor ads that require users to watch a video before accessing the page will be allowed. 

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