Test your AMP campaigns

Faster landing pages typically lead to more conversions, and Accelerated Mobile Pages (AMP) let you create landing pages that load very quickly (many load in less than one second). Combining speed and smoother loading, AMP landing pages often give people much better landing page experiences, and landing page experience is an important factor in your Quality Score.

This article will show you how to test if your AMP landing pages are driving more conversions. An A/B test is a way to compare two versions of a single variable (in this case, your ad) to see which version is more effective. 

Ways to A/B test your AMP campaigns

There are two different ways to A/B test your AMP campaigns. Which method you choose will depend on the level of accuracy and detail that you’d like from your A/B test.

Method Benefits Things to consider
Drafts and experiments
  • Lets you test AMP pages within a single campaign.
  • Since you can only launch experiments on a campaign-by-campaign basis, you should use this method with campaigns that get a lot of mobile traffic.
  • After you launch the experiment, you’ll need to ensure that any changes made to the original campaign are also made to the experiment campaign (or vice versa).
  • The performance comparison scorecard won’t allow you to compare bounce rates.
Ad variations
  • Allows you to test AMP pages across multiple campaigns.
  • Any changes you make to the original campaign will be automatically reflected in the experiments.
  • This may be a faster path to getting statistically significant results since you can run a single test across multiple campaigns (thereby allowing you to run the test across more click traffic).
  • There needs to be an entry in the mobile URL field that specifies a variation on the URL string. Your URLs also need to follow a consistent pattern for string replacement (e.g. m.example.com / amp.example.com).

Before you begin

To make sure that your test results are as accurate as possible, check that your AMP and non-AMP landing pages look exactly the same (or as similar as possible). Watch out for differences in:

  • Text (size, content and formatting)
  • Images (size, content)
  • Submission fields (number of fields, pre-populated text, date pickers)

If any of these elements are different in the AMP and non-AMP page, then they may skew test results and paint an inaccurate picture of AMP performance. 

How to A/B test your AMP campaigns using drafts and experiments

  1. Choose a campaign to test.
    • Ideally, the original campaign that you use to create the experiment should be mobile-only.  
    • You can’t segment experiment scorecards by device. You can, however, segment the experiment campaign's results by device, but there will be no statistical significance reporting available. If you don’t have mobile-only campaigns, then (when the experiment ends) you’ll need to segment your experiment campaign’s results by device to see how AMP specifically affected mobile performance. 
  2. Make sure that you have created AMP versions of all landing pages in the campaign. 
  3. Click Drafts & experiments in the page menu on the left.
  4. Create a draft of that campaign.
  5. Update the draft campaign’s mobile URLs. Make sure that you: 
    1. Locate each ad and keyword that has a final URL defined. 
    2. Enter the appropriate AMP URL as the ad's or keyword’s mobile URL. 
    3. Leave the base campaign’s URLs unchanged.
    4. Make sure that the mobile URL points to the AMP page on your domain (e.g. https://example.com/page_amp.html) instead of the Google AMP cache (e.g. https://www.google.com/amp/s/example.com or https://cdn.ampproject.org/c/s/example.com).
  6. Launch an experiment from your newly created draft. We recommend that you:
    • Set a 50/50% budget split so that the experiment version of your campaign is shown 50% of the time, which should let you see results as soon as possible. Note: You can’t change the budget split once the experiment is running. 
    • Use cookie-based splits. This means users will see only one version of your campaign, regardless of how many times they search. This can help ensure that other factors don’t impact your results and may give you more accurate data.
    • If you are using an audience list, make sure it has at least 10,000 users so that you have enough data to analyse. 


  • The more mobile clicks your campaign receives, the faster your test will reach a significant result.
  • When creating your draft campaign, only change the final mobile URL – keep everything else the same for the best results. 
  • If you make any changes to your original campaign, those changes won’t be reflected in your experiment campaign (and vice versa). For example, let’s say that you want to change your bids; you’ll need to change them in the original campaign as well as the experiment campaign, and you should change both at the same time to avoid skewing your experiment results. 
  • Name your campaigns clearly (e.g. 'Campaign name_AMP' for the draft) to make them easy to find later.
  • We recommend using drafts and experiments only if you are updating all the final mobile URLs in the experiment campaign. If you are only changing the URLs in a single ad group, we recommend moving that ad group into a new campaign, pausing the ad group in the original campaign, and then running an experiment on the new campaign. 

How to A/B test your AMP campaigns using ad variations

When running an AMP ad variation test, you can segment the test results by device to isolate the performance metrics on mobile.  

  1. Click Drafts & experiments in the page menu on the left.
  2. Click Ad variations.
  3. Select the campaign you want to run ad variations for. Bear in mind that you won’t be able to create multiple ad variations for the same campaign in the same date range.
  4. To create a new ad variation, click the plus button .
  5. Click Filter ads if you’d like to narrow down your selection.
  6. Click Continue.
  7. Click the drop-down menu under 'Choose the type of variation you wish to apply to your ads' and then select Find and replace
  8. In the 'Enter text to find' field, enter the mobile URL you’d like to replace with the updated AMP URL.
  9. Click the drop-down menu to the right of the URL you just entered and then select In final mobile URL.
  10. In the 'Enter text to replace' field, enter the updated AMP URL.
  11. Click Continue.
  12. Enter a name for your variation.
  13. Select a start and end date for your test.
  14. Choose a traffic split. We recommend using a 50/50 split so that the variation and the original ad will enter the same number of auctions. 
  15. When your ad variation has ended, click the Segment button Segment in the menu bar and then click Device in the segment drop-down menu.

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