Google AMP is…
A web component library,
validator, and caching
layer for reliably fast web
content at scale.
You will need to code a
stripped down version of
your web pages according
to Google’s rules. Google
will then approve, cache
and serve your AMP
Google Is Going All In On Mobile
I’d Rather Have My Car
Stolen Than My Smartphone
• Smartphone dependency is
increasing rapidly. They are
not just phones with internet.
They are our workstations,
our connection to our families,
our place to shop, and our
• Over 60% of all searches
start on a mobile device.
• US adults spend an
average of 3 hours
per day on their
• 4 years ago this
was under 1 hour.
The average mobile page
load time is 19 seconds @jessesem
Human Attention Span Is
Shorter Than Ever
• The average human
attention span is 8
• The average attention
span of a goldfish is 9
40% of users bounce after 3 seconds
• Lack of user empathy for load times on mobile devices.
• Lack of prioritization for speed enhancements.
• Programmatic ad serving can be incredibly slow. I’ve seen pages
that run through over 100 different ad servers before loading
• If your business model is dependent on ad revenue, you’re guilty.
Publishers Have Broken The Mobile Web
2017 Ad Blocking Projections
• Desktop: 29%
• Smartphone: 11%
• Up from 3% in 2014
At Purch, we have some
properties well over 30%
already. If you have a tech
savvy audience, expect higher
rates of ad blocking.
The Result? Rise of the Ad Blockers
• Allow only asynchronous scripts
• Size all resources statically
out of the critical path
• All CSS must be inline and size-
• Font triggering must be efficient
• Minimize style recalculations
• Only run GPU-accelerated
• Prioritize resource loading
• Goal: Load pages in an instant
AMP is fast because Google
is caching and serving your
content for you.
Nytimes.com JS tags
AMP – Saving The Mobile
• Washington Post — 23% increase in mobile search users who return within 7 days
• Slate — 44% increase in monthly unique visitors and a 73% increase in visits per
monthly unique visitor
• Gizmodo — 80% of Gizmodo’s traffic from AMP pages is new traffic, 50% increase
• Wired — 25% increase in click through rates from search results, with CTR on ads
in AMP stories up by 63%.
• Relay Media — in the last 30 days alone has converted over 2.5 million AMP pages
for publishers like The Daily Dot, Hearst Television and The Miami Herald which says
mobile users who start with an AMP article spend 10% more time than those who
land on regular mobile pages.
• 80%+ of the publishers realized higher viewability rates
• 90%+ of the publishers drove greater engagement with higher CTRs
CNN Example -
Query: Hillary Clinton
• This page loaded in under 1
• When clicking the back
button or the x at the top of
the page, it takes you back to
the Google results.
NOT COOL GOOGLE
• CNN needs to fix their
navigation elements on AMP
• Google needs to give readers
an easy way to drive deeper
into the site.
Also, to make the
Livescience Example -
Mobile vs AMP
AMP / FBIA Results
• Faster pages!
• Millions of pages run through
AMP since launch – 4% of
• AMP / FBIA are delivering
• Bounce rate -25%
• Page scrolls +22%
• AMP – Below 55% cannibalization
is profitable. Additional testing
required to determine rate of AMP /
• Types of ads you can run are
• Page clicks -62%
• Time on site -44%
• PV/V 1.06
Instant Articles vs AMP
Google is aggressive
Come on over! Let’s work together to
make the mobile web great again!
Should You Launch
• If you are have a site in Google news – YES!
• If your traffic is over 500k visitors a month - YES! (in most cases)
• If you monetize through lead gen – NO!
• If you’re a small/mid-size ecomm website - NO! But probably soon!
• If your blog is on Wordpress with no monetization - YES! (plugins available)
• If you don’t have the resources to keep your AMP pages up to date – NO!
• If you don’t plan on building and testing independently of Google – NO!
1. QA your analytics tracking code – then QA it again
2. Create easy ways for users to drill deeper into your site
1. Links to related articles at the top
2. Navigation menu should be visible
3. Link to the main version of the article
3. QA your ad units
4. Use the AMP validator tool: https://validator.ampproject.org
5. Prepare for ongoing testing – AMP is not ”set it and forget it”
Do People Even Know What
Will It Increase Your
• Who is your customer?
• How many visitors per month do you
get on mobile vs desktop?
• How is your website monetized?
• What are your business goals?
• Will you get more out of making your
standard mobile pages faster?