The Google Ads + AMP Beta allows you to direct users to quickly-loading Accelerated Mobile Pages (AMP) from your Google Ads search campaigns, giving users the same fast experience provided by AMP pages listed in Google's organic search listings. This beta provides a powerful tool to help ensure that you’re getting the best performance from your campaigns. Faster pages often lead to better landing page experiences, and landing page experience is an important factor in how ad rank and pricing is determined.
How AMP Works
There are 2 key factors that make AMP pages load much more quickly than typical web pages:
- First, browsers have an easier (and therefore faster) time interpreting AMP HTML, since AMP HTML is more streamlined and is specifically designed to help developers avoid common coding issues that lead to slow page loads.
- Second, these pages are loaded into the browser directly from copies that are maintained on the Google AMP Cache (a global network of content servers), which means they consistently load very quickly
Today, advertisers can speed up their pages somewhat by sending Google Ads mobile clicks to AMP versions of their landing pages. But in order to truly deliver the “nearly instant” load experience that Google’s organic listings provide today, we need to load AMP pages directly from the Google AMP Cache. This is what the beta makes possible.
Who can participate?
In order to be considered for the beta:
- You must have already created valid AMP versions of your Google Ads landing pages. If you cannot create AMP versions of all your landing pages, you should do so with at least those pages that receive the majority of your ad mobile clicks.
- To learn how to create AMP versions of your landing pages, read the Google Ads Developer's Guide.
Preference will be given to advertisers who:
- Are already sending Google Ads mobile clicks to these AMP pages (you’ve entered your AMP page URLs as the mobile final URL).
- Don’t use many tracking parameters in their destination URLs, or otherwise encode the pure-tracking parameters after the {ignore} parameter. Pure-tracking parameters are tracking parameters that aren’t used to customize the contents of your landing page.
Some other things to know:
- This beta test will only enable the fastest AMP experience (via the Google AMP Cache) for mobile clicks on text ads on Google.com. Any clicks from other formats such as Shopping ads, dynamic search ads, or from networks such as Search partners will simply be directed to the AMP landing pages on your web server. This should still provide most pages a boost in speed.
- Advertisers who use solutions that provide click tracking (such as Marin software) may not be immediately considered for the beta, as we’re still working on solutions to manage these redirects in the AMP environment. We recommend you still experiment with building these pages since they often load faster than conventional HTML pages.
- If a beta account stops serving mobile clicks to AMP pages for more than 24 hours, it will be removed from the beta to make room for a new participant.
How will I know if my account has been selected?
Accounts will be added to the beta beginning in early July and will continue to be added throughout the summer. If your account is selected, you’ll be notified via email.
That email will include a few important pieces of information:
- Details of which accounts will be tested
- An email address that you can use to send Google feedback and questions
- Instructions on how to opt out
