AMP landing pages, the road to a smarter investment of your marketing budget

Many peers at the marketing industry now catalogue landing pages as the new print; and it’s quite reasonable, tough, since brands and retailers are really moving on to the digital scenario (now, faster than ever).

Landing pages matter, because mobile matters

It’s quite impressive to see how many ad and marketing efforts now rely on landing pages, seeking to capture more in-depth information about their potential consumers.

This last statement occurs thanks to the world-wide mobile search frenzy; mobile phones now have a significant impact on the way people shop and / or access information online (Nielson states that at least 6 out of 10 users use their smartphone to find a product first!).

That means that landing pages (in companion to an AdWords ad) specific to the brand’s promotions, now allow to influence shoppers who may not even have any particular product or service need in mind; it’s the structure of the landing itself that can gently push (or rather, pull) the user to explore its content, eventually converting.

Of course, landing pages do not convert automatically. The overall composition must excel, but so its technical structure… that means, of course, that the landing page must be quite fast and in compliance to Google’s needs — and that’s where AMP landing pages come in handy.

AMP boosts your brand

As we have explained it before, the AMP technology is so valuable because it pre-fetches the landing page with the Google ad itself, eliminating the lag between the click and the site’s load.

And yes, as much as this is quite attractive, the real value within the employment of AMP landing pages resides in other 3 key factors: CPC reduction, Google ranking improvement and an overall better UX (you may want to read this post now).

All these 3 factors work together to boost your conversion rates; and it really doesn’t matter if you’re working your budget through the Google Display Network or the Google Search ad display (or both).

Some work to do

We’re going to wave goodbye to this article with some “homework” to do. Right now, we may say that average conversion rate in AdWords across all industries is 3.75% for search and 0.77% for display (as stated by WordStream in 2018) — two big questions for you, then:

• Present time: Which is your conversion rate overall as of right now, and how much are you spending today on SEM?
• In a future scheme: How did your conversion rate improved after implementing AMP landing pages rather than the traditional ones, as the destination for your Google AdWords campaigns?

Last thoughts: The usage of AMP landing pages is incrementing! In Moõse and the VIKO Group we are seeking to promote them not just for business purposes, but for a better Internet experience itself. Give yourself (and your budget) a second thought and start driving more sales way faster with AMP enhanced landing pages.