How is Adsense on AMP performing these days?

[surfgatinho]

I tried AMP on a few sites a while back and used Adsense for AMP. Was not impressed by the earnings and to me it seemed partly down to slow loading ads.

I guess things have moved on as major publishers are still using AMP. So, how are things now in terms of earnings? Would you say better or worse than standard non-AMP pages.

Thanks

[Travis]

Was not impressed by the earnings

AMP was not designed to increase earnings. It's (supposed) to make your site load faster (not necessarily to make the ads to load faster). Now, of course, a faster site "might" helps increasing earning, but that is not as simple.

I think that major publishers are using AMP, because they had to. Isn't it? To be featured in Google News and things like that, wasn't it mandatory (or greatly encouraged) to adopt AMP?

Would you say better or worse than standard non-AMP pages.

Each site is different. A site which is well coded, well designed, with a good host (good hardware/network) shouldn't see improvement using AMP. In the other hand, AMP might help sites which are badly made.

[surfgatinho]

Thanks for the reply @Travis.

I didn't expect earnings to improve when I moved over to AMP, but they actually dropped significantly. As I said I thought this might partly be due to slow loading ads - which I certainly experienced on other AMP pages.

My sites all load fast - I come from the days of 56k modems. So AMP is a relatively small improvement in terms of speed. However, users don't know this until they have clicked on the link so I figured having the AMP symbol would improve CTR. Not that I've tested this.

[Travis]

Yes, I forget about the AMP symbol showing in the SERP. This is certainly another reason big publishers (and smaller) went AMP, just to get this icon , which "suggests" that the site loads faster than others.

[MayankParmar]

Terrible.

I'm using AMP just for Top Stories.

[NickMNS]

@surfgatinho
Non-AMP Adsense vs. AMP - Adsense => Non-AMP perform marginally better, but the difference is not statistically significant. AMP impressions make up about 1/3 of all my impressions.

How do you earnings compare between Mobile vs. Desktop? AMP is fully biased by mobile users, so if your desktop earnings outperforms your mobile earnings by a large margin you would then need to filter out the desktop earnings to make an apple to apple comparison.

In my case the difference between mobile and desktop is not that large, but once filtered AMP outperforms non-AMP by a small margin.