As stated by The Wall Street journal, AMP is garnering mixed feedback from publishers. Root cause of the issue is that, AMP’s fail to generate revenue equal to full mobile sites; also publishers don’t have the required amount of control over ads. Many publishers say that AMP page view presently generates approximately 50% of revenue, when compared to full mobile websites. This is largely believed to happen because of limitations in relation to type of ad units. AMP ads are barrier to interstitials that enable publishers to offer more customization; however AMP’s do not allow higher-profile units or customized units. Google conflicts the notion that AMP won’t convert into currency for publishers. If AMP-ads are implemented properly, publishers can generate almost equal revenue as compared to existing mobile sites.
The Washington Post and CNN are examples of publishers who have more or less generated equal levels of revenue from AMP in comparison to mobile sites. A few publishers are not very vocal about the challenges faced, as they worry about Google’s reprisal. However Google must pay a heed to publisher’s issues and concerns. Majority publishers believe that AMP adoption will be forced criteria for ranking. Google confirms here that page speed will be a factor considered for ranking soon and not adoption of AMP.
Google mentions that AMP pages use one-tenth of data and are four times faster compared to non-AMP pages. The average time AMP takes to load is less than a second, and it is observed that sites that take more than 2 seconds to load are not visited again by about 48% of smart phone users. Wall Street Journal mentions that a few publishers were satisfied with the AMP performance and monetization, an increasing number in their mobile page views came from AMP pages.
Pro tip from Vidushi Infotech – do not forget to validate your AMP pages in Google search console (webmasters) tool, pages with validation errors will not show up in Google search results. Hence publishers beware to ensure your AMP pages are error free to reap maximum revenue.
AMP was born to make mobile web even more user-friendly and faster with an aim to increase user preparedness to visit mobile sites over apps. With a larger selfless goal of speed towards the mobile web, there also is a self-interested aspect directly associated to mobile search revenue.