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Make your landing page faster with AMP

Faster mobile landing pages typically reduce website abandonment and bounce rates, which can increase conversions and improve your overall ad performance. For a simple way to speed up load times, build your landing page with Accelerated Mobile Pages (AMP). This article explains how to use AMP with AdWords.

For more context, start by learning about Accelerated Mobile Pages.

Before you begin

AMP pages load fast, and even faster from Google's AMP Cache. The AMP team is actively expanding cache availability. Currently, cache serving is available for text ads on the Google search results page (excluding Dynamic Search Ads) that are showing on the Chrome browser on Android mobile devices. In coming months, it will broaden to other browsers and devices.

Also, cache serving is currently only available for ads that do not redirect clicks through click-tracking technologies. We are working to make cache serving compatible with all click-tracking providers in the coming months.

Follow our step-by-step guide

To create AMP versions of your landing pages (or if you want to repurpose existing AMP pages as ads landing pages), use our AdWords Developer Guidelines for AMP pages.

If you use Google Analytics, you might need to update the tag on your pages. Learn more about how to set up Google AMP Client ID API.

Set your new Mobile URL

Once you’ve created an AMP version of a landing page, you can treat it like you would any other mobile landing page. For your text ads and keywords, add your AMP page URL as your mobile URL. Then when a mobile user clicks your ad, they’ll see the fastest version of your page available. To give you the fastest page loads, AMP pages load from Google AMP Cache whenever possible. When we are unable to serve from cache, we’ll load your AMP landing page from your web server – which will still be typically faster than pages that aren’t AMP.

Add your AMP URLs to your ads with bulk edits

Once you code your AMP pages, you’ll need to change your ads’ landing pages. There are three ways to bulk edit ads:

For this last option, download your editable ads from AdWords, add your AMP URLs for your mobile landing pages, then upload your edited ads back into your AdWords account. Find out more about making changes with bulk uploads.

Make sure your mobile URL goes to your domain (like this: https://example.com/page_amp.html) rather than to the Google AMP cache, which could be in any of the following formats:

  • https://www.google.com/amp/s/example.com

  • https://cdn.ampproject.org/c/s/example.com

  • https://example-com.cdn.ampproject.org/example.com/amp.html

Make sure your AMP pages are valid

Pages that don’t follow AMP guidelines can’t be cached, so they load more slowly than cached pages and therefore don’t perform as well. Make sure you don't have invalid pages by using (or encouraging your web developers to use) AMP’s validation tool.

While the AMP validation tool should be used in the page development, it’s also a good idea to check for invalid AMP pages from within your AdWords account. To do this, select “Landing pages” from the blue page menu of your AdWords account, then review the “Valid AMP click rate” column (available the week of 11 September). Landing pages with click rates less than 100% may be invalid. If this is the case, you or your web developer should fix the coding using AMP’s validation tool.

Use tracking wisely

Currently pages cannot be served from the Google AMP Cache if there are certain redirects between the ad click and the final landing page (e.g. click-tracking technologies like Doubleclick Search, Marin Software or Kenshoo).

To make sure that visitors get to your page as quickly as possible, make sure that you use only the necessary URL parameters. All pure-tracking parameters – that is, parameters that aren’t used to customise the contents of your landing page – should be added after the {ignore} parameter. That way, your ads are more likely to be served from Google’s fast AMP Cache.

That said, you should still use AMP landing pages in AdWords and let Google determine when it can serve from Google AMP Cache.

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