Google made an announcement in May that it will run a beta test to test the traffic with advertisers to AMP landing pages from mobile search ads. Recently, the company made it clear that all advertisers will now be in a position to direct mobile search ads towards AMP landing pages starting in two weeks.
As of now, this functionality is restricted to landing pages from search text ads. The AMP landing pages that are lighter-weight usually load instantly, as compared to speedy responsive landing pages that have a lag time, as can be seen in the demo below.
Support for all mobile clicks is given to AMP landing pages, however, caching is available only for Android on Chrome. Google has stated that it will come out with support for other mobile browsers in the coming time.
For the purpose of validation and testing, advertisers having access to the new interface of AdWords will be able to check the number of clicks that go to invalid AMP pages. The issues can than be identified and made sure landing pages follow the guidelines of AMP.
Some early results were released by the AMP team. It pertains to numerous e-commerce website from across the globe that have installed AMP landing pages. Wego.com, which is a travel website serving the Asia Pacific and Middle East markets has reported a 90% increase in rate of partner conversion.
The website also stated that there has been a drop of 31% in bounce rates from AMP landing pages. Almost the same story was told by Greenweez, a French organic retailer. It observed a 66% lower CPA on mobile and 80% increase in mobile conversion rate from AMP traffic in 3 months in 2017.
As of now, AMP still has many limitations, and one of the main problems has been to reconcile users who visit non-AMP and AMP pages in Analytics. This problem has now been addressed by Google for AMP traffic to website owner domains and AMP cache pages on Google.
Features such as checkout, dynamic content and native A/B testing are also supported by AMP. Third party testing vendors are not supported by it at this point. Some of the features that are specific to product pages and e-commerce website are also possible now through AMP-bind.
Search results without page reload, search auto-suggest, product size and color selections, sorting and filtering are some of the features that are available in AMP-bind.
Conclusion: Google is working towards better user experience. It is for this reason it is taking action on websites and landing pages that load up too slow. On the other hand, there is bonus for pages that load instantly.