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AMP Updates By Ranna Zhou

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From the SMX Advanced Conference in Seattle, Washington, June 12-14, 2017. SESSION: AMP for Advanced SEOs. PRESENTATION: AMP Updates - Given by Ranna Zhou, @rannazhou - Google, Product Manager, Content and Context, Search. #SMX #13A

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AMP Updates By Ranna Zhou

  1. 1. AMP Updates SMX Advanced, 12 June 2017 Ranna Zhou Product Manager for Content and Context, Google Search
  2. 2. October 2015 AMP developer preview launches February 2016 AMP top stories carousel launches in Google Search Timeline July 2016 AMP Ads project starts March 2017 First ever AMP Conference September 2016 AMP launches for all Google Search results May 2017 AMP Top Stories Carousel launched worldwide
  3. 3. Over 2 billion total AMP pages 58 AMP pages created every second 900 thousand domains producing AMP pages
  4. 4. 640 million monthly active users 313 million monthly active users
  5. 5. 10.5% Reducing load time by 36% lead to increase in orders 27% increase in conversion rates
  6. 6. The state of ads in AMP
  7. 7. Set dimensions The state of ads in AMP Making ads work in AMP Separate the ads Prioritized Content
  8. 8. Making ads work in AMP < iframe sandbox > Set dimensions Separate the ads Prioritized Content The state of ads in AMP
  9. 9. Making ads work in AMP Set dimensions Separate the ads Prioritize content The state of ads in AMP
  10. 10. Monetizing AMP pages
  11. 11. 70% of publishers experiencing higher eCPM of publishers experiencing higher viewability of publishers are experiencing higher CTR Monetization: AMP vs. non-AMP + 90% 70% Monetizing AMP pages
  12. 12. Ad Server Analyse page setup Optimize ad placements + AMP Auto Ads An automated one-tag solution for optimal AdSense performance Suboptimal Placement Optimal Placement Monetizing AMP pages
  13. 13. amp-ima-video Support for video ads in AMP with built-in video player Monetizing AMP pages
  14. 14. Making the entire web fast AMP AdAMP Page AMP Landing Page AMP: an end-to-end experience
  15. 15. Rethinking mobile ads
  16. 16. Rethinking mobile ads Let’s revisit Set dimensions Separate the ads Prioritize content < iframe sandbox >
  17. 17. Better ads on a faster web. Ads Rethinking mobile ads
  18. 18. How do AMP Ads work? AMP validation and crypto signing Rethinking mobile ads
  19. 19. How do AMP Ads work? AMP runtime whole-page optimization Rethinking mobile ads
  20. 20. How do AMP Ads work? Built-in ad tech and vendor integration Rethinking mobile ads
  21. 21. How do AMP Ads work? Single high-performance implementation Rethinking mobile ads
  22. 22. Percentile 90th 850msFaster 2.7sFaster 1.6sFaster 5sFaster Rethinking mobile ads Percentile 50th Percentile 90th Percentile 50th AMP Ads speed No more ad tags Write ads in AMP
  23. 23. Rethinking mobile ads 80%Less Battery LessbatteryinAMP Less battery in HTML5 AMP Ads battery use
  24. 24. Regular AdAMP Ad +
  25. 25. 3x 13%greater revenue Triplelift’s AMP Ads were faster & lighter + lighter 6xfaster Early Success Story
  26. 26. C R E A T E S E R V E M E A S U R E +
  27. 27. + C R E A T E S E R V E M E A S U R E
  28. 28. Adoption of AMP Ads Publishers Signing Services Creative Tools Looking ahead Ad Servers
  29. 29. AMP for Adwords beta Use fast-loading AMP pages as the landing pages for your search ads. Rethinking mobile ads
  30. 30. Innovation in the AMP format
  31. 31. https://ampbyexample.com/samples_templates/product_page/preview/ Search items with <amp-form> Shopping cart with <amp- form>
  32. 32. What is <amp-bind>? A new component that supports custom interactivity via data binding and expressions.
  33. 33. How does <amp-bind> work? 1. State 2. Binding 3. Mutation
  34. 34. Does not run on page load Concurrency via Web Worker Amortized init with requestIdleCallback Caches ASTs and evaluations Reasonable performance constraints Fast Safe JavaScript subset Whitelisted function invocation Bindings verified by AMP Validator Mutations sanitized at runtime Safe
  35. 35. AMP Updates SMX Advanced, 12 June 2017 Ranna Zhou Product Manager for Content and Context, Google Search

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