Accelerated Mobile Pages (AMP) are here to stay and they are the future of mobile web browsing. They load a webpage 4× faster than traditional Web Page thus more and more website administrators are implementing AMP on their site.
In the last decade, the world witnessed a huge increase in mobile phone usage, thanks to cheap and reliable smartphones. This drastic jump in phone usage led to a huge surge in mobile web browsing.
According to the report by Hitwise, more than 60% for search comes from mobile. Google has also acknowledged that more searches are from Mobile users than on Desktop.
Having said that AMP is the future of Mobile Web Browsing. The pages with active AMP cast a great impact on SEO and act a major ranking factor in the search result. It has a whole is very good when it comes to driving high mobile traffic and improving the mobile-friendly nature of the site.
The only concern for content publishers is the adverse effect on AdSense earnings. Many publishers are reporting that AMP has caused earnings to drop significantly. The limit in the type of Ad presentation and resource loading has declined the earnings from AdSense.
You can see above that for normal web pages the earnings for a given period is $1K+ with a page view count of 352K. Comparing it with AMP pages the earnings are very much low, the Ad impression to pageview ratio is also very low.
Why Low AdSense Earnings from AMP?
The answer to this is given by Google itself. The Accelerated Mobile Pages loads a cached version of the page blocking all unnecessary plugins and elements. It prioritizing the resource loading thus delays some elements to appear that including Advertisements.
Google Says: AMP controls all resource downloads. It prioritizes resource loading, only loads what’s needed, and prefetches lazy-loaded resources.
When Accelerated Mobile Pages downloads resources, it optimizes downloads so that the critical resources are downloaded first. Images and ads are only downloaded if they are likely to be seen by the user, above the fold, or if the user is likely to quickly scroll.
AMP also prefetches lazy-loaded resources. Resources are loaded as late as possible but prefetched as early as possible. This means that the Ads are loaded slowly with an initial quick load of content and other structural elements.
How to Increase the Revenue from AMP Pages?
There are certainly few ways to improve the AdSense earning even without compromising on the AMP setup. Below are a few mentions:
AMP HTML Ads
Google itself is putting lots of effort into rendering the Ads simultaneously with other elements on the page by developing Ads for AMP (A4A). Giving a powerful push to the efforts, Google has put forth a new Ad type for Accelerated Mobile Pages called Fast Fetch.
The Fast Fetch is basically an AMPHTML Ad. Basically, ad request happens earlier when page content is being rendered as compared to regular Non-A4A ads on Accelerated Mobile Pages which have “Delayed Fetch” or Lazy Load.
Why AMP HTML Ads?
AMPHTML ads are 6x faster than regular ads on Accelerated Mobile Pages, they are lighter in weight thus consuming low bandwidth, making them more viewable, more effective and more likely to perform well.
To check AMP Ad format you can visit Github. Below is the load time comparison (demo) of Regular Ads on AMP (Non-A4A) and AMP HTML Ads (A4A).
You can also test this AMP on Desktop.
Go ‘below-the-fold’ approach for regular ads
If you wish to improve your AdSense earnings with regular ads then it is mostly recommended to use ads placement below the fold – in middle of the content or at the end. Giving time for the page to render the advert while the visitor in the process of scrolling the page.
This will increase the view rate and also the Ad impressions viewability, resulting in more earnings.
Google has also introduced new ad formats for Accelerated Mobile Pages including the sticky ads, flying carpet ads which you can take advantage of.
What’s your technique to optimize AMP ad revenue?
I hope with the post above you may have got a brief idea about Google’s attempts in trying to maximize the potentials of Ad network on Accelerated Mobile Pages (AMP).
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