Accelerated Mobile Pages (AMP), that aims to make the web experiences faster and better, is expanding faster on Google Search with top stories carousel and extending to organic search listings, and now AMP's are getting in to search ads in two new ways to improve online advertising performance.
At Tuesday's Google Marketing Next event, first, a new AdWords beta, which allow advertisers to link their search ads to AMP landing pages, which will give consumers faster mobile web experience to search campaigns was announced.
Those interested in participating, can sign up for beta here.
And, second, Google is speeding up ads served across the entire Google Display Network with technology that powers AMP. When ads load fast, people are more likely to see them as they create better experiences for users.
The AMP Ads Initiative launched last year, applies the same technology that powers AMP pages to ads.
As of today, Google says, a "significant" number of ads on AMP pages across Google Display Network will automatically convert and served in the new AMP ad format. Google notes, that these ads load 5 seconds faster than regular ads while the creative looks same.
Additionally, the lightning-fast AMP landing pages also helping in improving campaign ROI, as the median page load time for an AMP page from Google Search is under one second.
And, with AMP's wide adoption – "more than 2 billion AMP pages have been published from 900,000 domains" — advertisers already started seeing increased engagement with their brand by directing people to AMP pages from organic search results, google said.
Between speeding up search ads, landing pages, and ads on the pages themselves — marketers can now deliver an overall faster experience for customers on mobile. That means media budgets work more effectively and messaging strategies realize their full potential.