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AMP Up Your Adwords Performance

Even though AdWords doesn’t officially support AMP yet, advertisers can still use the technology to serve faster-landing pages


Google recently announced at the Google Marketing NEXT event that AMP would be coming to Adwords, at first I was thinking this could be a negative thing considering we are trying to create relevant, actionable landing pages for our clients. At first, we started with a few clients that seemed like a good fit on the outset to see what would be involved in converting them to AMP landing pages. While we knew the benefits were huge already from an SEO standpoint we were not sure how it would affect conversions, time on page, pages per visit etc.


Long story short in the early stages we are seeing some good metrics, lower bounce rate, conversions have been increasing, page load times are insane and we have noticed an uptick in our QS. I highly encourage you to get involved in this today and set this up on at least one of your clients' accounts today. Below in this article, I have outlined how to get started and how to configure your first AMP project for Adwords.



Using AMP for your AdWords Landing Pages

Faster landing pages typically lead to more conversions, and AMP is a great way to create attractive AdWords landing pages that load more quickly. The AMP Project provides web developers with resources they need to know to create attractive, highly functional pages.


Configuring AMP landing pages with AdWords

Although AMP works well for subsequent pages in the user journey, I recommend using a non-AMP landing page if you have complex checkout flows or similar. If you have a case where you’d like to measure a conversion or place a remarketing pixel on the AMP landing page itself, you can use the AMP + AdWords conversion tracking component built into amp-analytics described below.


Conversion tracking and remarketing

Tags for conversion tracking and remarketing are usually given as snippets of HTML and JavaScript. But AMP doesn't allow for the inclusion of "raw" JS. Therefore, you can implement these tags by simply using the amp-analytics component with type=googleadwords. The amp-analytics component for Google AdWords has built-in support for both "googleadwords"."conversion tracking" and "goodadwords"."remarketing" attribute sets. This is a life-saver for me and my team at Big Click as we thought you had to develop a workaround.


AMP pages from organic vs paid Google search results - What's the difference?


When AMP pages are served as part of Google organic search results, they are typically served from the Google AMP cache or from your server. In contrast, AdWords pages are always delivered from your server.

If you expect your AdWords AMP pages to appear in organic search results, I would ensure that all AMP functionality works as expected when delivered from the Google AMP cache inside the Google Viewer: input your AMP article in the Structured Data Testing Tool and click Preview link (trust me this is will save you time).


If you don't want your new AMP landing pages to appear in organic search results, simply place robot.txt exceptions like you would for any regular web page.


Tracking user actions and events with amp-analytics

You can use AMP analytics to track user actions and events. AMP analytics comes with native support from over 20 analytics vendors. The framework is flexible and allows you to measure and trigger URLs using custom configurations to send analytics information to your own servers or to vendors where native AMP support isn't available.


Benefits of using AMP pages with AdWords

AMP pages load faster than all but the most highly optimized HTML pages. This reduces the amount of time between when someone clicks your ad and when they see your landing page. In general, faster load times reduce abandonment and bounce rates, which can increase conversions and improve your overall ad performance.


Send ad traffic to your AMP landing page

Once you’ve created an AMP version of a landing page, you can treat it like you would any other mobile landing page.  To route users to your landing page, enter the AMP page URL into the Mobile URL field of your ads or in the Mobile URL field of your keywords. Then when a mobile user clicks your ad, they’ll be sent to your AMP landing page.

In closing

Assuming it’s just a matter of time until AdWords starts to support the AMP cache, advertisers who set up AMP now will be the first to benefit from the additional boost in speed when AdWords starts to support it. Once you get this all set up make an annotation in Google Analytics to ensure you track when you went live with AMP landing pages in Adwords so you can see the if it is having the desired effect. I will update this post once we get more data from our campaigns.


If you are already running AMP landing pages for your clients then I would love to hear some challenges or benefits you encountered. Thanks for reading!

about Mike Blackmore

I manage and consult for large Automotive Groups. Everything SoLoMo (Social, Local, Mobile) advertising strategies to maximize ROI.

Rebecca H

Love the AMP Project!!