Google announced more integrations for AMP for Display and Search advertisers at their Google Marketing Next event on May 23.

Google is launching a beta for search advertisers to serve AMP-enabled landing pages on mobile from Search ads.  Once a user clicks on a search ad from mobile, the ad will direct to the AMP landing age that can be served up much faster than a normal landing page.  When an advertiser creates ads in AdWords, they will be able to designate an AMP-enabled landing page at the ad level.  According to Google, the early testing has shown improved user behavior and conversion outcomes.

 


On the Google Display Network, display ads will automatically be converted to AMP.  Google found AMP ads are able to load up to five seconds faster than standard display ad builds.


Currently, Google is working on unifying unique users who visit both AMP and non-AMP pages in Analytics.  At last week’s I/O, Google made several announcements about their push to make AMP the standard for the mobile web.

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