Using AMP for your Google Ads landing pages

  • AMP pages load faster, leading to more conversions and are a great way to create attractive Google Ads landing pages.

  • Creating and validating AMP pages involves using AMP components and various validation methods like web validators and browser plugins.

  • Conversion tracking and analytics on AMP pages can be set up using amp-analytics with various services like Google Ads, Google Analytics, Google Tag Manager, and Adobe Analytics.

  • To use AMP pages with Google Ads, you need to explicitly input the AMP page URL in the Google Ads UI, and content updates on cached AMP pages propagate automatically.

Faster landing pages typically lead to more conversions and AMP is a great way to create attractive Google Ads landing pages that load more quickly. amp.dev provides web developers with resources they need to create attractive, high performing pages. This step-by-step guide describes how to use Google Ads and other advertising technology in your AMP pages.

Step 1: Create and validate AMP pages

Create AMP pages

To learn how to create a basic AMP page, start with the AMP Project's Create your first AMP page tutorial. For more hands-on, step-by-step guidance, complete the Convert HTML to AMP and Add advanced AMP features tutorials. You can find sample code and templates of AMP components at AMP Websites Examples and AMP Templates.

The list below describes some components used on AMP pages—refer to the complete list of components for reference.

  • amp-bind: Add custom stateful interactivity based on JavaScript-like events.
  • amp-form: Create landing pages that require input from the user.
  • amp-list: Fetch content dynamically from a CORS JSON endpoint.
  • amp-carousel: Image carousel for scrolling an image gallery.
  • amp-lightbox: Display full-screen view of a component when it's been interacted with.
  • amp-call-tracking: Dynamically replaces a phone number in a hyperlink for call tracking.
  • amp-mustache: Allows rendering with Mustache.js.
  • amp-date-picker: Provides a widget to select dates. The date picker can render as an overlay relative to input fields, or as a static calendar widget.

Validate AMP pages

During development, validate that your AMP pages conform to the AMP specification. AMP offers several validation methods. The most common way to validate an AMP page is by using the AMP web validator or the Search Console AMP Test. You can also use the AMP Validator Chrome extension and developer console, or integrate the amphtml-validator npm module in your build.

For support with AMP testing, visit the AMP support page.

Step 2: Set up AMP for conversion tracking and analytics

Use the amp-analytics component to track Google Ads conversions. Follow the steps in Set up Google Ads conversion measurement for AMP landing pages to learn how to set this up.

Google Analytics

Google Analytics is one of the supported analytics solutions by amp-analytics. To enable sessions to be unified across AMP and non-AMP pages, follow the steps in Set up Google Analytics session unification for AMP.

Google Tag Manager

The amp-analytics component has built-in support for Google Tag Manager. In addition to Google Ads conversions, you can use Google Tag Manager to add remarketing, Floodlight, and similar measurement products. See the full list of compatible tags.

Adobe Analytics

Adobe Analytics offers two methods for implementing its website performance tracking solution with the amp-analytics component: iframe (adobeanalytics_nativeConfig) and non-iframe (adobeanalytics). Read about the advantages, disadvantages, and implementation details of each approach in the Adobe Analytics AMP documentation.

You can use the amp-analytics component to track user actions and events. AMP analytics comes with native support from over 40 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. If you're using a technology that isn't supported, ask your vendor to add support.

AMP analytics also allows for flexible variable substitution; for details, refer to the variable substitution documentation.

Step 3: Enable AMP serving in the Google Ads UI

While AMP pages in Google Search are auto-discovered via the link from your pages, advertisers must explicitly input the AMP page URL in Google Ads. Read How to use AMP with Google Ads for details on setting up AMP URLs in the Google Ads UI.

Also, if you'd like to drive Google Ads traffic to your AMP landing page but don't want them to appear in organic search results, add Disallow directives for the relevant AMP pages to your robots.txt file as you would for any regular web page.

If you find functionality that's missing in AMP, you can contribute or request it by opening a GitHub issue.