The Announcement Is a Part of Google’s Initiative to Help Brands Better Assess Ad Performance
Google is progressively changing its technology to benefit advertisers. The advertising community has been receiving periodic updates about the changes that Google is making in their platforms. The search engine giant recently announced that now, advertisers, globally, will have advanced capabilities to test AMP performance.
What is AMP?
Accelerated Mobile Pages (AMP) are pages that load quickly on Mobile phones. Launched by Google in October 2015, AMP is an open-source technology built on several platforms. Google intends that content deployed via AMP is engaging, fluid and user-controlled. AMP competes with Facebook’s Instant articles.
AMP is an evolved version of Traditional Web Pages, which are device agnostic. Websites designed leveraging Traditional Web Pages do not adjust as per the device or internet speeds hampering customer experience. Google has always been stating customer-centricity to be their main reason for innovating content avenues.
What Has Changed?
As content gets continuously created on both Traditional Web Pages as well as AMP, Google is optimizing advertisement assessment on both mediums. Till date advertisers could assess the impact of both mediums using either Google AdWords campaign experiments or ad variations. Although there were pros and cons to both methodologies.
Google’s latest campaign experiment is assessing campaign performance by leveraging device cookies. This new method is a part of Google’s campaign experiment and is known as ‘Cookie-Based Splits.’
Pre-Cookie-Based Split, Google’s campaign experiments were defaulting to align users with a ‘control‘ or a ‘test’ group. Users, searching the web segregated in either a ‘control’ or a ‘test’ category. This means every user will experience both, test and control experiences during the course of the day. Hence analyzing campaign performance was not as accurate. These are also known as ‘Search-Based Splits.’
Cookie-Based Split aligns users to one specific group only. Test group users will only see the AMP page while the control group users will see the non-AMP page. This is terrific news for advertisers who can now specifically know the exact number of users that visited the AMP page. Advertisers can leverage this capability and further refine advertising campaigns.