TLDR: Google has rolled out AMP (Accelerated Mobile Pages) for search text ads, so your potential customers can now have a better (and speedier) landing page experience.
What is an AMP landing page?
Before we answer this question, let’s take a step back. While Google just recently rolled out AMP landing pages for search text ads, the AMP concept has been around since 2015. It was started by Google as an open-source project to help improve the performance of mobile webpages. This project relies on three main components: AMP HTML, AMP JS, and AMP Cache. Put in simple terms, these components work together to allow for the creation of high-performing webpages that appear to load instantly.
Google is now rolling out AMP Landing pages for search text ads, so advertisers will be able to drive traffic from their mobile search ads directly to an AMP landing page. Google has provided a guide for advertisers so they can learn how to create AMP landing pages, which will improve loading time and aim to increase conversion rates. Once implemented, people clicking on your ads will be taken to the AMP landing page, instead of a traditional one.
How are these landing pages different than traditional landing pages?
Even high-speed traditional landing pages look slow when compared to these new landing pages. The stripped-down version of HTML that goes into creating an AMP landing page makes it possible for them to look like they’re loading instantly. This means that a potential customer won’t have to wait around for the information they’re looking for after clicking on your ad. Patience isn’t exactly a virtue associated with consumers, so there’s a much higher probability that they won’t wait at all, and just click off a traditional landing page if it’s slow to load.
What does this mean for advertisers?
Landing page experience plays a significant role in determining your ad ranking on Google. This ranking can then directly impact your CPC (cost per click). The more effective your ad is—including the landing page experience it provides—the higher your ad rank can be. While it’s not yet a requirement to use AMP landing pages for mobile text ads, jumping on the bandwagon now can’t hurt. It will only help the performance of your mobile search ads.
Speedy landing pages will also help improve your conversion rate. According to Google, conversions fall by up to 20% for each second it takes a website to load. So if you have slow landing pages, you’re missing out on a ton of potential traffic and sales. They say good things comes to those who wait, but the hard truth is that people don’t like to wait for anything. This is especially true in the digital age, when we’ve become accustomed to having immediate answers at our fingertips thanks to the internet of things.
Speaking of Google and the internet of things that they’re regularly contributing to…we have to take a moment to wish them a happy belated birthday. 19 years ago, a humble research project entered the scene…and is now a multinational technology company that has been shaping online advertising (and basically everything else in our lives) ever since. Here’s to many more years of innovation.