The Pros and Cons of using AMP
The move to mobile has become necessary for any website. Creating mobile-friendly websites powered by Accelerated Mobile Pages or AMP is said to create a better experience for viewers by speeding up load time for your website. So what exactly does this mean for your PPC campaign?
One of the ways you can make your PPC campaign successful is by creating a website with AMP, or creating an AMP version of your existing page. Google supports the AMP format and even established a policy on non-mobile friendly sites earlier this year, penalizing websites that haven’t optimized their sites for mobile.
Okay, so what if Google opts for AMP? Here’s the thing: you could be losing your customers without proper mobile optimization. According to Google, users could leave pages that take more than three seconds to load. When you keep potential customers waiting, you could be risking conversions.
As with all other things, AMP isn’t perfect, but now that you understand its significance, it’s time to consider the pros and cons of AMP.
The Pros of AMP
The Standard for Mobile Optimization
Right now, there isn’t a way to measure what works perfectly for mobile-optimized sites. Since we’re still in the early stages of experimenting on mobile optimization, AMP is the measure for what works well for mobile, and what doesn’t.
Improves Load Time Speed
The speed AMP provides not only gives your customers a better experience with your website.
According to Marketing Dive, over 50 per cent of users abandon websites that take longer than three seconds to load. If your website loads within five seconds though, your ads have 25 per cent higher viewability rate. Also, people are less likely to abandon your website by 35 per cent, and are more likely to spend more time on your website by 70 per cent.
Generates a Higher Quality Score
AMP can rank your sites higher in SERPs. Page load time is considered in a keyword’s quality score. This is useful especially for websites that generate most of their revenue from online ads.
Likewise, the faster your pages load, the higher your rank on SERPs, which can also mean that when your competitors’ pages load slower, their loss can become your conversions.
The Cons of AMP
Difficult Implementation
Because the move to mobile is relatively new, constant updates can make implementation a bit confusing. Implemention of AMP is still in its earliest stages though, so don’t lose hope just yet.
Problematic Google Analytics Integration
When you’re tracking your page performance via Google Analytics, there could be some bugs that are misleading. For example, one page visitor could be counted up as four. The numbers can become inflated, even leave your bounce rate performing higher and your page views lower per session.
Optimizing for AMP can be helpful for your PPC campaign because of Google’s support, load time speed, enhancement of overall page performance, and growth of conversions and revenue. Most PPC advertising services will let you know that this move can greatly impact your sales. So if it isn’t already part of your plans, let mobile-friendliness be on your to-do list..
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