Whether you use Adobe Animate or Google Web Designer for developing your banner ads, keeping file size down and making sure banners load quickly is crucial to your success. After all, if your target audience doesn’t see your ads before leaving the page all your efforts will be going to waste. When creating traditional HTML5 ads, the large JavaScript files generated can cause poor banner performance on websites and negatively affect your conversion rates. So how can you make your banners work harder for you? Enter Google AMPHTML Ads.

What are Google AMPHTML Ads?

To quickly sum it up, Google announced the AMP Project back in October 2015 with the aim of improving webpage performance on mobile devices. Soon after, Google began to focus on banner advertising and improving the performance of ads on AMP pages. With this shift AMPHTML Ads were born with the focus on speed and being lightweight. AMPHTML Ads are able to accomplish this because they do not run unnecessary JavaScript, which can be a major contributor to slow loading banner ads. Instead, they uses specific built in JavaScript only elements to guarantee quality performance of banners.

What are some of the advantages?

  1. Speed

    As mentioned earlier, speed is key component to AMPHTML Ads success. Instead of delayed load times sometimes found with traditional banner development, imagine if your ads loaded immediately before the viewer sees them thereby improving the visibility of your marketing campaign. Sounds nice, right? This is how AMPHTML ads are designed to function.

  2. Validation

    The validation process that AMPHTML Ads go through provides an extra safety net that prevents unwanted malicious code from catching a ride within your banner files. Traditional HTML5 banners don’t have the same verification process that ensures safe adverting campaigns on all websites. See the AMP validator for yourself here.

  3. Conversion Rates

    Conversion rates suffer when you develop banner ads that aren’t shown to users because of loading delays. AMPHTML Ads can increase user engagement because of the improved performance compared to traditional banners.

  4. Increased Visibility

    With the increasing amount of AMP Pages showing up in Google Search Results, guaranteeing visibility of your ads is becoming more of a challenge. AMPHTML Ads can be displayed on both Non-AMP HTML and AMP pages, increasing your chance of being seen by your target audience. Traditional banner ads, on the other hand, do not pass the verification process to be displayed on both and may reduce your visibility.

  5. File Size

    Another challenge you may run into when developing Traditional HTML5 Banner Ads and deploying them through a banner ad campaign manager is keeping your package size below limits and increase loading times. This is because of the bloated JavaScript files this option generates. Because AMPHTML Ads do not allow extra, unneeded JavaScript files, total packages remain light and, in return, allow you stay below Campaign Manager file size limits and provide improved campaign results.

With the growth of AMP, most popular development tools now include AMPHTML Ads builders within their software. Companies like Adobe and Google currently offer the option to generate this new advertising vehicle that one day may be the standard in banner creation.