Google’s Accelerated Mobile Pages (AMP) open-source project is aimed at making mobile web pages faster. Implementing it in the mobile-based ad serving, marketers can gain an advantage.

According to Search Engine Land’s  Frederick Vallaeys, use of AMP can help marketers improve conversion rates and quality.

On how AMP can help AdWords advertisers, Vallaeys says, “AdWords doesn’t favor ads that lead to AMP landing pages, nor do they load them from the AMP cache. But advertisers can still get all the speed advantages from AMP’s cleaner code hygiene. AMP is a web standard, so advertisers can use it today to create faster landing pages which typically have a positive impact on bounce rates, conversion rates, time on site, and maybe even quality metrics”.

AMP Implementation can help AdWords Advertisers Improve Conversion Rates

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