Implementing AMP and it's affect on Google advertising

Recently I've been pushing our in-house development team at Cleverly (where I work) to learn how Accelerated Mobile Pages (AMP) work and to try out their new knowledge by implementing it on a couple of pages on our company web site.  

If you don't know what AMP is yet, Ben Wood at boils it down well when he wrote that "it is a Google-backed project with the aim of speeding up the delivery of content through the use of stripped down code known as AMP HTML. Put simply, AMP is a way to build web pages for static content (pages that don’t change based on user behaviour), that allows the pages to load (and pre-render in Google search) much faster than regular HTML."  If you've ever Googled anything on your phone and see the little lightning bolt icon next to a result, you've seen an AMP page.  You'll notice that when you click on one of those search results, they load instantly, even if you're on a slow connection.

As of April 3rd 2017 we have two AMP pages on our site - the digital marketing page, and the contact page.  We'll be writing a blog post soon with the details on how we implemented it for anyone who's interested.  I'll link to it here when it's done.  In the mean time I wanted to share what I'm seeing from the advertising side since I'm starting to see a trend in our Adwords campaign.  

I had been running search and display campaigns in Adwords for a week previous to implementing AMP, and havent changed anything in either campaign after implementation on April 3rd.  All ads are still pointing to the non AMP versions of the web site.  We were averaging $.17 per click previous to April 3rd, then starting April 4th our CPC started dropping, consequently raising our impressions and therefore clicks.  

There are a lot of people out there wondering how AMP affects paid and organic search as well as display ads.  I'm going to give this some more time to see if the trend continues, and then run some more tests, but at this point its looking like adding AMP to a site could possibly reduce ad costs by boosting ad rank.  More to come soon as this campaign matures.

Update: 4/19/17

It's been 16 days since we implemented the two AMP pages on our company site.  The trend continues to hold, although it's starting to even out.  I'm measuring the averages in weeks now in order to see a bigger picture since costs and clicks fluctuate daily.  In the image below you'll see that the cost per click started to drop the week we pushed the AMP pages live, and then dropped again the week after that.  This week so far the cost is on par to stay the same as last week indicating that its hit its low as a result of the AMp implementation.  

AMP pages effect on paid google ads

Additional upside - There has been an unexpected upside to the AMP versions of our site pages.  The time on page has turned out to be significantly more on the AMP pages.  As of today, according to Google Analytics, the time on site for vs has been 4:30 compared to 3:35 respectively.  Thats 55 seconds more!   

These results dont include anyone going to the site from our building.  Our dedicated IP has been filtered out of the results.