Experiment with Google Ads: Accelerated Mobile Pages drive conversions through Search

Download

Hypothesis

Enhancing mobile site speed using Accelerated Mobile Pages (AMP) can generate leads and impact results for online businesses.

Challenge

Mobile user expectations in APAC are higher than ever. Because 53% of mobile visits are abandoned if a site takes longer than three seconds to load, brands need to consider whether their mobile sites are up to par in order to keep users from bouncing.

Search has helped Paisabazaar.com, India’s No.1 online marketplace for loans and credit cards, reach relevant audiences and generate new customer leads. To continue to grow its business, the online marketplace realized a seamless mobile experience was crucial to making its customers’ personal financial decisions easy and convenient. So Paisabazaar turned to AMP to see whether enhancing mobile site speed could unlock true incremental conversions from Search ads.

twg_apac_experiment

Experiment

After conducting a user experience (UX) audit of its homepage using PageSpeed tools, Paisabazaar tested the impact of mobile speed by implementing AMP, which relies on custom HTML to enable high-performing mobile websites across devices.

The brand used Drafts and Experiments (D&E) tools to run two parallel Search campaigns. D&E uses a search query-based split to ensure users only see one of the campaigns and lets experimenters observe the impact of each campaign individually.

Paisabazaar maintained a consistent landing page interface and functionality for the control and test groups, making mobile speed the only test variable.

  • Control group: Traffic from Search ads leading to non-AMP landing page 
  • Test group: Traffic from Search ads leading to AMP landing page

Both campaigns ran in India with equal budgets for two weeks.

Tools

Takeaways

AMP helped Paisabazaar.com significantly increase load time performance, which created a better mobile browsing experience and drove incremental conversions through mobile.

Results

twg_apac_experiment_paisabazaar results

*conversion = lead generation form completed

Experiment with Google Ads: Dynamic Search increases content discoverability