We implemented AMP and AMP HTML ads on our blog websites, and lost both traffic and revenue

You have probably heard of how AMP is a super format for mobile websites. It is supposed to deliver faster websites on mobile. AMP HTML banner ads are also supposed to load faster and so get you better ad revenue figures.

As the adventurer that I am, always willing and excited to experiment, I implemented AMP and AMP HTML ads on some of my websites (all of them blogs). The results were shocking.

The first sign that something was off was that we noticed that the AMP versions of our websites loaded slower than the standard responsive mobile version. What could be the problem? We dug around. Checked the server for compatibility issues. Enabled AMP-friendly caching. Checked our code. We got our AMP pages to load fast, but not fast enough. Our standard HTML responsive mobile website pages still loaded faster.

What of AMP ads? We implemented those too, after all, they were supposed to load faster than the heavier HTML/Javascript ads on standard web pages. But what did we notice? Not only did they often not load faster, they also resulted in lower eCPM figures.

We spent some months poring through site statistics and revenue information, and the results didn’t look good. Standard HTML web pages gave us better traffic, better eCPM, and better ad revenue. And this was the same for all our websites, even when those on different servers.

So, what did we do? We killed AMP and went back to good old responsive HTML websites. And our key metrics all rose immediately. We are now earning more – far beyond what we were earning when we had AMP enabled. And our traffic stats are shooting through the roof.

Lastly, if you are worried that Google might penalize you for not using AMP, the search giant no longer lists AMP as a ranking factor. You can safely ignore AMP (if you haven’t implemented it on your site), or remove it (if you already have it running on your website).

All you need is a well-written responsive website design/theme, as well as solid web hosting, for your content website to load fast and generate good income for you. Thinking of implementing AMP HTML on your blog or other content website? Don’t do it.