Google has been testing the use of AMP search ads and will finally be rolling out the feature to all AdWords advertisers.
AMP stands for Accelerated Mobile Pages, which is self explanatory in name: the pages load a great deal faster on mobile phones due them being stripped down to their most basic form, ultimately decreasing the load time required.
According to Google, “AMP pages are so fast, they appear to load instantly.”
While AMP pages have been around for almost 2 years, this is the first time The AMP Project (led by Google), is supporting the use of AMP pages in their search text ads.
Why should you care?
Some early data on using AMP landing pages has been released and the results are nothing short of astonishing, with one website increasing conversion rates by 105%, and decreasing their bounce rate by 31%.
Results for the other websites using AMP landing pages were not too dissimilar, and Google are …