Harmelin Digital Reviewer: Nick Lynch
Google’s Accelerated Mobile Pages (AMP) project allows users to find information faster by providing specially formatted web pages that aren’t slowed down by any potentially cumbersome elements. These pages streamline the relevant content and guarantee fast load time thanks to the AMP structure. Google will be displaying AMPs at the top of the search results page above advertisements and regular organic listings and will be implemented as soon as February 2016.
What this means for marketers: In wake of the new AMP movement, Paid Search Marketers are wondering how exactly paid listing performance will be affected. Now that top page position could potentially not be available for some searches, paid search strategy could be forced to incorporate potential sponsored versions of these AMPs.
We at Harmelin must not only alter our strategies to accommodate this new mobile feature, but also educate our clients on the importance of having AMP versions of their site pages. When mobile traffic is critical, advertisers can take advantage of the favorable position that these pages will get and not be edged out by competition that is converting to AMPs as well.