Accelerated Mobile Pages (AMP) are pages that load almost instantaneously for mobile users. To date, you could test the impact of your AMP pages against conventional web pages using either Google Ads' campaign experiments or ad variations. You can learn more about the pros and cons of each approach for testing AMP pages here.
To make your AMP testing even more insightful, we've developed a new testing methodology for campaign experiments known as 'cookie-based splits'. This new testing type works in a similar way to the ad variations’ cookie-based approach.
We recommend that you use this methodology whenever you test AMP pages through campaign experiments.
By default, campaign experiments assign users to a test or control group every time they perform a search (also known as 'search-based splits'). This means any given user may see both the test and control experiences over the course of a day.
In contrast, the new 'cookie-based splits' assigns users to the test or control group. As a result, any given user will either always see your AMP page (if they're in the test group) or always see your non-AMP page (if they're in the control group).
We hope this helps you to better test the efficacy of driving your search ads traffic to AMP pages.
