Google is making the testing of Accelerated Mobile Pages (AMP) even more insightful has introduced a new way to test the impact of AMP pages vs. traditional web pages with Google Ads.
Advertisers already have an ability to test the two types of pages using either Google Ads campaign experiments or ad variations. Now, a new option is available for advertisers to test their campaign experiments, which is called by Google as “cookie-based splits.”
Accelerated Mobile Pages (AMP) that load near instantaneously on mobile.
The new testing methodology for campaign experiments is developed by Google is more aligned with the cookie-based approach of Google Ads’ ad variations.
Google says it’s recommended that advertisers use this methodology whenever they test AMP pages via campaign experiments.
By default, Google Ads campaign experiments assign users to either a test group or a control group of a testing type called “search-based splits,” every time they enter a search. Using this search-based splits any given user may end up seeing both the test and control experiences over the course of a day.
While the new “cookie-based splits” assigns users to the test group or a control group. Using this approach, any given user will always see either the AMP page (if in the test group) or always see the non-AMP page (in control group).
To get as accurate as possible the test results, Google advises that the landing pages of both AMP and non-AMP must look exactly the same or as similar as possible.
Check out the following elements for differences between the AMP and non-AMP page:
- Text (size, content, and formatting)
- Images (size, content)
- Submission fields (number of fields, pre-populated text, date pickers)
Google concludes by saying they hope using this new testing methodology advertisers will be able to “better test the efficacy of driving their search ads traffic to AMP pages.”