People expect to get things done in ‘one step’ or ‘one second’. Whether it’s finding the cheapest flight or ordering takeout, they demand fast and seamless mobile experiences. Did you know that for every second it takes for a retail website to load, conversions fall by up to 20%?1 In other words, if you’re sending your customers to slow-loading landing pages, you’re missing out on potential traffic, engagement and sales.
That’s where Accelerated Mobile Pages (AMP) can help. The open-source AMP Project aims to make the web faster and better for everyone. AMP pages are so fast, they appear to load instantly.
Earlier this year at Google Marketing Next, we introduced the ability to use fast-loading AMP landing pages for your search text ads. Starting in two weeks, we’ll be rolling this out to all AdWords advertisers globally.
Get your mobile landing pages ready
We know that a better landing page experience results in a better ad experience—that’s why your landing page experience is such an important factor in how Google determines ad rank and pricing. By directing your search ad clicks to AMP landing pages, you can create the super-fast and delightful mobile experience that consumers expect. To get started, check out the AdWords Developer’s Guide for AMP and learn how to create AMP landing pages.
Better landing page experiences drive better results
“With AMP, we were able to improve mobile performance, achieve impressive results and double our conversion rates. AMP really moved the needle for Greenweez.” – Simon Le Fur, CEO, Greenweez
“AMP plus AdWords equals better conversion rates. These results also prove that even if your mobile site loads in four seconds, there’s scope for improvement. We’re absolutely confident about the benefits of AMP. We’re now building more and more AMP pages for most of our large and enterprise clients across all markets.” – Leif Grenevall, CEO, Adtraction Visits
“We’ve seen some good early results with AMP including improvements in engagement metrics, such as bounce rate, pages per session, and conversion rate. It’s clear that AMP’s faster loading times are driving a better user experience.” – Mike Carmody, Director of Paid Search, Saatva Mattress
To see the percentage of clicks that go to invalid AMP pages, visit the “Landing Pages” page in the new AdWords experience. You can then work with your contact to ensure your landing pages comply with AMP guidelines and fix potential issues.
AMP landing pages for search text ads will be available for all mobile clicks—however, caching will initially only be available for the Chrome browser on Android. We’ll be rolling out support for additional mobile browsers in the coming weeks. Learn more in the AdWords Help Center.
1. SOASTA, The State of Online Retail Performance, April 2017