With the increase in browsing the websites through mobiles, the search engines start giving preference to sites with AMP feature. AMP (Accelerated Mobile Pages) feature is used to improve the performance and speed of web pages on mobile devices.

It lets the browsers of mobile devices to load the essential elements only that are required to display the webpage. It helps to avoid the elements that could be a reason for slow webpage speed like JavaScript and third-party scripts.

What Is AMP?

AMP is an open-source project launched by Google in early 2016 in collaboration with thousands of developers, websites, publishers, tech companies, and distribution companies. The key objective of this project is to improve the performance of sites on different devices.

AMP project provides a perfect and clear path to web developers for developing mobile-optimized websites to enhance the user experience. It helps to avoid the heavy load times and slow speed that irritates the users.

There are three main components of AMP, and we will discuss them briefly in the below section.



If we say that AMP HTML is the modern form of HTML, then it is not wrong. AMP HTML tags look similar to that of HTM.

But, it comes with few restrictions to enhance the reliability and extend the properties of AMP. For example, the img tag in HTML is replaced with amp-img in the AMP version of the website.

It is essential to add the AMP in the HTML of the website along with the standard version. Otherwise, the site can’t be considered as the AMP supported. Different HTML tags are used to load the website in regular HTML and AMP HTML.


The AMP JS library is used to ensure the execution of AMP HTML pages. The JS library helps to render the best performance practices that are beneficial for the fast loading of websites.

It helps to load the AMP custom tags that are important for the quick loading of web pages.

3. AMP Cache

The Google AMP Cache uses a proxy-based content delivery network to serve cached HTML pages.

The AMP Cache is responsible for providing the documentation, including JS files, HTML pages, and images from the same place that is used by HTTP 2.0 to improve the performance of the website.

What is amp and why you should use it


Why Should We Use It?

Along with the fast loading speed for mobiles and other portable devices, many other reasons compel the site owners to use this technology. The following are the few benefits of AMP uses.

1. Helps To Improve Search Engine Rankings

As we mention earlier, the search engines provide preference to the website in the search results that are optimized for mobile.

Because the searcher always wants to visit the website that takes low time in loading the page, and it automatically improves the user experience. Therefore the search engines awarded AMP sites with high rankings as compared to standard sites.


2. Improve The Bounce Rate

As the web page load quickly, the reader likes to stay on the website for more time, and most probably, he visits multiple pages.

It helps to improve the bounce rate that is another crucial factor for getting higher rankings in the search engine results.

3. Improve CTR (Click Through Rate)

Google displays the symbol of AMP in the search results for websites that support AMP. It provides the signal to visitors for low loading time, and most probably, they visit the site. It is also beneficial to improve the chances of Ad views.



Will AMP HTML Change Online Advertising?

Due to the increase in mobile users, digital advertisers face a lot of problems for displaying the ads on mobiles. Because it slows down the loading speed, and usually visitors close the web page as a result.

The AMP framework makes it easier for digital marketers to display the AMP HTML ads for customers that use mobile phone for research and contact with suppliers.

search engine ranking using amp

What are AMP HTML ads?

Here at The Banner Agency use AMP HTML ads features by utilizing the AMP open-source library to get the maximum benefit. The ads created by using this feature are lighter, faster, and more secure as compared to traditional ads.

These ads are capable of loading quickly on any device and providing a smooth and fluent experience. AMP framework displays the ads after validating that these are free of any type of malware or bug.

AMP HTML ads have to meet the specific technical requirements for getting validation. However, it is somehow challenging to meet all the requirements. But, we are digital display production agency that are available to provide a fully compliant AMP HTML banner.

regular ads vs amp html ads

What are AMP HTML Emails?

AMP HTML Email production is another functionality offered by Google for its AMP users. It helps to send emails and get replies more interactively.

This feature also helps to improve the user experience up to three times as compared to the standard email system.

AMP HTML emails are designed to make communication with the customer or supplier within the email. They don’t need to click on the link in the email and get redirected to the website to take particular actions that were usually available on web pages. It is the best way to engage the customer easily.

This technology helps the users to save time and respond to the email without using the website for various actions. The users can respond to emails for actions including:

  • Respond to an invitation
  • Make a booking
  • Fill out a questionnaire
  • Browse through a store’s products
  • Leave a review
  • Get up-to-date information about their flights
  • Respond to a comment
  • And many more.

Many known websites and brands use these features to communicate with their customers, including Pinterest, Booking.com, Nexxt, and many more.



If you are not happy with the conversion rate of ads on mobile pages, just try AMPing ads as a test to find the difference. As we discussed, AMP banners are designed in light coding. That’s why it is easy for marketers to get access to a wide range of mobile users that are not possible with standard HTML ads.

AMP feature helps to improve the ad impression rate by up to 88% that automatically increases the ROI.