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. This guide describes how to use AdWords and other advertising technology in your AMP pages.
For an overview of creating AMP pages, start with the official AMP project tutorial.
For more hands-on, step-by-step guidance, follow the AMP foundations and AMP advanced concepts code labs.
You can find sample code and demos of AMP components at AMP by example or at AMP Start.
During development you'll want to make sure your AMP pages are valid. AMP offers many different ways to validate your documents. The most common way to validate an AMP page is by using the web validator or the Google Webmaster Tools Validator. You can also use the Chrome browser plugin and developer console, or integrate the amphtml-validator npm module in your build.
And if you need support, there are a number of options available.
AMP was originally developed for static content, but it's evolved over time to accommodate more dynamic use cases. The list below describes components that allow you to add dynamic functionality to your AMP pages:
Although you can think of an AMP page as just a web page, AMP doesn't support some common web development use cases. Here is some functionality that is not well-suited for AMP:
The AMP project is adding new functionality and components every day. If you find functionality that's missing, you can contribute or request it to be added by opening a GitHub issue.
Although AMP works well for subsequent pages in the user journey, we 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.
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" and "googleadwords"."remarketing" attribute sets.
To use the amp-analytics component start by including the required script in the header of your page then configure the amp-analytics AdWords conversion in the page.
To implement AdWords conversion tracking start by creating a website conversion in the AdWords user interface or via the AdWords API. A number of fields from the generated tag must be used in the variables of the amp-analytics configuration. The mapping of variable names is below:
| AMP Analytics variable | AdWords Conversion variable |
|---|---|
| googleConversionId | google_conversion_id |
| googleConversionLanguage | google_conversion_language |
| googleConversionFormat | google_conversion_format |
| googleConversionLabel | google_conversion_label |
| googleRemarketingOnly | google_remarketing_only |
These fields should then be configured via your amp-analytics component script vars section.
{ "triggers": { "onVisible": { "on": "visible", "request": "conversion" } }, "vars": { "googleConversionId": "000000000", "googleConversionLanguage": "en", "googleConversionFormat": "3", "googleConversionLabel": "sampleLabel", "googleRemarketingOnly": "false" } }In this example the amp-analytics component is triggered by the 'page visible' event. The conversion could alternatively be configured to be fired by a different event like a button click. Note that in the case of the conversion tracking example above the remarketing only flag is set to false.
AdWords also uses a type of conversion tag for remarketing, for more details refer to the AdWords remarketing documentation. As with the conversion tracking example above a number of variables must be mapped from the AdWords remarketing tag to the amp-analytics tag.
{ "triggers": { "onVisible": { "on": "visible", "request": "remarketing" } }, "vars": { "googleConversionId": "000000000", "googleRemarketingOnly": "true" } }In the above example only the google conversion ID and remarketing only flag must be set, with the remarketing only flag set to true in this instance.
AMP pages in Google Search are auto-discovered via the link from your pages but advertisers must explicitly input the AMP page URL in AdWords. In both cases, Google tries to serve the page from the Google AMP cache, as often as possible but in rare occasions may fallback to serving from the origin server.
If you'd like to test how an AMP page appears when delivered from the Google cache inside the Google Search Viewer, input your AMP article in the Structured Data Testing Tool and click the Preview link.
Also, If you'd like to drive AdWords traffic to your AMP landing page but don't want it to appear in organic search results, simply place robot.txt exceptions like you would for any regular web page.
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. If you're using a technology that isn't currently supported, ask your vendor to add support.
AMP analytics also allows for flexible variable substitution; see the variable substitution documentation for details.
Google Analytics is supported by amp-analytics. For more information about tracking AdWords traffic, see the best practices for setting up Google Analytics.
If you are using Google Analytics already,you might need to update the tag on your pages. To ensure that Google Analytics reporting works correctly with AMP please refer to Google Analytics documentation.
The amp-analytics component also has built in support for Google Tag Manager.
Tip: You can use Google Tag Manager to include AdWords conversion tracking, remarketing, DoubleClick Floodlight, Google Universal Analytics, and other tracking technology; see the full list of compatible tags.non-iframe method will not properly capture session data that spans your domain and the AMP cache's domain. Additionally, the non-iframe method can result in inflated visit/visitor counts, and is incompatible with the latest Adobe Marketing Cloud integrations.
Cache serving is currently available for text ads on Google search results page (excluding Dynamic Search Ads) served on Android Chrome. We are rolling out more coverage throughout the coming months. In addition, cache serving is currently only available for ads that do not redirect clicks through click-tracking technologies. Again, we are working to make this compatible with all click tracking technology providers in the coming months.
Currently, if you use phone call conversion tracking from your website, those conversions will not be reported.
If the AMP page on your web server becomes invalid, the Google AMP cache will continue to host a stale version of the page which is the same as the last valid version of the AMP page on your web server. This stale cached version of the page would be delivered to the user for 1 to 2 days after which clicks will be directed to the invalid AMP page on your web server.
If your AMP page has content that updates frequently (e.g. item prices) and you’d like the Google AMP cache to reflect the latest changes to your AMP pages, please see options to use the update-cache or update-ping request.