SERP often showed two impressions at once, resulting in lower CTR. Then there is the question of how bad the bounce rates were. They sometimes doubled the rate. Sala's feeling was that it was partly because they hadn't designed an experience to help users go further. Yet their visitors were actually reading the content, so the visits they were getting weren't wasted visits. It took some effort to figure out how to best monetize AMP traffic. In the first four months, AMP eCPMs were 11% lower than their regular ads, but since November they are now 4% higher than standard ads.
Next, Sala shared some of the speed bumps they encountered. For example, at one point their ads failed to validate and they lost AMP visibility for two weeks. It also took some time to sort out the implementation of content add-ons. They ended up hacking to jewelry retouching service pre-check all image slideshows, award inserts, spec charts, videos, and captions before implementing them into content. It also took them some time to sort out their priorities. The lesson from all of this is that you should treat your journey through AMP as an iterative process. You will learn to adapt over time.
Life In The AMP Fast Lane: A Year As An AMP Publisher By Scott Sala of Search Marketing Expo - SMX Dive into AMP coding Last but not least was Catalyst's Paul Shapiro. He studied AMP coding practices in detail. Only a few months ago, AMP support for forms was quite weak, but great progress has been made in this area recently. For this reason, I will discuss AMP forms in detail here. To get started, you will need to include the amp-form-0-1.js file in the <head> section of your web page as follows: