Advertisers on Google’s AdWords platform using Accelerated Mobile Pages (AMP) pages as their ad landing pages, today gains near-instantly loading of their landing pages, as Google rolls out support for AMP page delivery from Googles’ AMP Cache.
As a result, landing page experience is now an important factor in how Google determine ad rank and pricing, “advertisers are therefore advised to start directing their search ad clicks to AMP landing pages.”
A GIF image below shows the difference between AMP Landing Page vs. Regular Landing page:
Now, advertisers by going to “Landing Pages” page in the new AdWords interface can see the percentage of clicks that go to invalid AMP pages, So, they can then identify issues and ensure the landing pages comply with AMP guidelines. They, can then identify and fix potential issues, as well as ensure the landing pages comply with AMP guidelines.
AMP landing pages for search text ads roll out will take place in two weeks to all AdWords advertisers globally. And, will be available for all mobile clicks. However, caching initially will only be available for the Chrome browser on Android. Google says, it’s working on rolling out support for additional mobile browsers in the coming weeks.
This launch, along with other recently launched AMP features like forms, dynamic content and robust analytics support, makes AMP the perfect tool for advertisers. On Wednesday, Google’s AMP team also published early results of several e-commerce companies from around the world that have invested in AMP landing pages says, the format is paying off in terms of conversions, speed, bounce rates and mobile acquisition costs.
“We’ve seen that AMP brings an almost-instant page load that makes it ideal for the first user interaction with your site. But there’s much more to an e-commerce experience than speed, and AMP is your ideal partner in this journey,” writes the team.
The two GIFs below shows myntra’s page:
Citing an example, the team notes, when Wego, rebuilt their landing pages with AMP and their more interactive pages with PWA, “their AMP pages saw more than a 10x increase in page speeds, and a 12% increase in organic page visits.” Check out this guide to implement AMP + PWA, and or watch the video below:
Here are some highlights AMP features:
- “amp-list” and “amp-bind” can be use to fetch and render up-to-date dynamic content on your pages.
- amp-list can be used to provide personalized content to customers.
- amp-experiment can be use to conduct A/B testing on AMP pages.
- amp-iframe can be use to embed content and incorporate features like chat applications, maps, or other third party features. Or, as an alternative, hand off to a non-AMP page on your website.
- implement a shopping cart and initiate check-out flows directly from within AMP pages. “Whether you want to use Payment Request API, use amp-form, or redirect users to a non-AMP page on your website is up to you,” the team writes.
Lastly, amp-analytics now supports both third-party analytics and in-house analytics solutions. For in-house implementations, check out this AMP By Example on Analytics here.
You can find a list of all the third-party tools that have built in configurations for use with the amp-analytics component here – including Adobe Analytics, Google Analytics, Clicky Web Analytics, and more.
The team also shared an overview of getting start with the basics for e-commerce with AMP, advising to refer “AMP for E-commerce Getting Started” on the AMPbyExample website. There you can find “sandbox examples to start building product pages, product category pages, and checkout/payment flows.”
Google has also rolled out Shopping ads in new countries, and is now available in more than 30 countries.
With this launch, you can submit your feeds in English in more than 21 countries, and now you can quickly expand to english speaking countries and to countries that support multiple languages.
Google will now automatically display your product prices in the local currency, if you sell and ship products to multiple countries, but your website doesn’t have different product pages for each country’s currency.
To start promoting your products internationally, learn more here.