Initially the domain of publishers, Google is steadily nudging commercial site owners and advertisers to embrace AMP. A new AdWords beta lets advertisers point their mobile search ads to AMP-enabled pages. Ebay was the first major non-news site to deploy AMP widely in a production setting, and other early adopters are getting on board despite the fact that there are still holes in AMP-supported capabilities. Here’s a look at how one company’s head start quickly convinced them to go all-in on AMP.

Early adopters

Event Tickets Center sells concert and sporting event tickets online. Three-quarters of its traffic and a majority of sales come from mobile. Several years ago, the team, headed by brothers Adam and Jesse Young, had been ahead of the curve in moving to a responsive mobile site. They quickly jumped at building out AMP landing pages last year despite the lack of support for e-commerce functionality — no support for forms, tracking and on-page elements like search.