Google AMP is a framework developed by the search engine giant to help designers create incredibly quick-loading mobile web pages that use around ten times less data than average. The framework consists of three basic parts:


AMP HTML is a stripped-down, basic version of what we recognize as hypertext markup language — the system of tags, numbers, and letters used to build the foundation of most web pages.

AMP JavaScript

To ensure speedy load times for all, Google restricted the use of author-written, and third-party JavaScript within the AMP framework.


The AMP CDN (content delivery network) is an optional component of the project that allows creators to store a cached version of their web page on Google’s servers.

That cached version is a digital snapshot of the page that contains all its data in one place.

Why Speed Matters

As traffic from mobile users has grown (and now surpasses traffic from desktops), Google has made several significant pivots.

The most significant change was when Google’s search algorithm shifted to what’s often referred to as the “Mobile First Index.”

This started back in early 2018. One primary effect of rolling out the mobile-first index was that “beginning in July 2018, content that is slow-loading may perform less well for both desktop and mobile searchers.”

Even before the mobile-first index began rolling out, Google was implementing other ways to deliver a better experience for mobile users. Namely, it was focusing on speed.

Mobile users demand speed above anything else. If a page doesn’t load within 3 seconds or less, most mobile users will bounce.

AMPHTML ads on AMP pages deliver even better ROI

An AMPHTML ad delivered to an AMP page has better performance compared to the same ad running on a regular web page.

This is due to the inherent design of AMPHTML ads outlined here, giving advertisers better click through rates and viewability.

AMP pages have seen steady growth over the past few years and advertisers now have access to well over 1 billion impressions/day worth of premium (from a user experience & ad experience standpoint) inventory.

In addition, more than 35 percent of ads served to AMP pages are already AMPHTML ads.

How ALP affects post-click landing pages and post-click landing page ads

AMP-constructed post-click landing pages are designed with the framework to continue the streamlined mobile experience that users initiate when clicking on a mobile AMP ad.

“Making experiences fast is the first step, but they also need to be really well integrated into their environments into the context that they sit in,” said Muret of the new ALP program.

“If ads are not integrated well it can lead to ad blindness, or worse, annoyance and ad blocking. As an industry we need to come together and think about creating better ads for all of our users.”

Short conclusion

Slow load times have long been connected with lost opportunities and revenue. If estimates from Google are correct, and a boost in load time from 19 seconds to 5 can double revenue, you’d be foolish not to at least try AMP.

Additionally, AMP pages show up at the top of search results by default. Although Google has explicitly stated that AMP isn’t a ranking factor in its algorithm, the positioning of AMP pages on SERPs provides a nice boost in discoverability.