Having pages load quickly is essential for providing users with a good experience. In addition, faster load times can help improve rankings on Google and the other search engines. This is why Google made Accelerated Mobile Pages, or AMP, as an advertising format to help speed up the load times of ads and content on pages.
According to an announcement from TripleLift, which runs Google AMP, advertisements on mobile devices that use this system load up to six times faster than traditional ads. This means that there is far less likelihood that the ads will slow down the overall load times of the page, and that the ads will actually be loaded up while the consumer is looking on the page. In the end, this means more effective advertising campaigns.
According to Kavata Mbondo, “We’ve also seen corresponding improvements in CTRs and eCPMs.” This is a great indication that the faster load speeds translate into more clicks, more purchases, and an overall more positive advertising experience.
In fact, some companies found that using AMP ads contributes to 13% more revenue on campaigns. Moving to the AMP standard is clearly something that all marketers should at least look into to see if it is a viable option in their situation.