Google rolling out support for AMP landing page in AdWords search campaigns globally

In May, Google announced it was running a beta test with advertisers to test driving traffic from mobile search ads to AMP landing pages. On Thursday, the company said all advertisers will be able to point mobile search ads to AMP landing pages beginning in two weeks.

The functionality is limited to landing pages from search text ads for now. The lighter-weight AMP landing pages typically load instantly, as opposed to the lag of even speedy responsive landing pages on mobile, as illustrated in the demo below. AMP landing pages are supported for all mobile clicks, though caching is only available for Chrome on Android. Google says it’s working on support for other mobile browsers in the coming weeks.

For testing and validation purposes, advertisers with access to the new AdWords interface will be able to see the percentage of clicks that go to invalid AMP pages. They can then identify issues and ensure the landing pages comply with AMP guidelines.

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