What is AMP?
AMP ( Accelerated Mobile Pages ) is an open-source library that provides a straightforward way to create network pages that load about instantaneously for users. In theory, AMP builds on your existing framework and lends tractability and customization to all layouts and functions .
Benefits of AMP?
Google AMP is supposed to load data on your web page in under 1 second, so your target audience gets to what they are looking for immediately. Which in turn, makes users more engaged and receptive to market messages. And more likely to take the military action you are guiding them to. Great, sounds like a effective plan .
many publishers didn ’ t see any rise in traffic or more page views, according to a Chartbeat psychoanalysis of 159 publishers. According to a holocene meet of the AMP Advisory Committee in London, publishers complain :
- They feel obligated to use it to get the top search results in Google’s news carousel.
- There is no user research to validate Google’s claims that AMP provides the optimal user experience.
- Perception is that the AMP Project is good for Google, not for the open web.
- Webpackaging is breaking the link between the publisher and its owned content. And is subject to security concerns, questions about access to analytics, tracking and browser compatibility.
What about Monetization?
here comes the good news. When first introduced, AMP did not support header bid, so lesser rival led to lower CPMs. In the inaugural few months, our publisher partners who switched to AMP watched their CPMs plummet up to 50 %. A identical dishearten situation after the extensive growth costs invested to be beginning movers in AMP. however, immediately, with the advent of Prebid server to server technology, the heading bidders are back on AMP. And they are running potent. We have seen that AdX and header bidder CPMs are alike on AMP and mobile, and native networks get flush higher results, with up to 50 % higher CPMs on AMP.
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overall, mix reviews on AMP among the print community. While AMP pages do burden faster, improving the user experience and improving CPMs, are the development costs worth it ? The execution can be unmanageable and ads execution can be even trickier. And AMP supports only Google Analytics for WordPress users and is not compromising in allowing other analytics platforms. But if you are committed to AMP, and volition to give up on some of the cons above, you will be paid back with higher CPMs .
Adapex will continue to bring updates on AMP and follow the work of the advisory committee. We are always available to plowshare our experience with AMP and other trends with you to help you make the best decisions for your business .