Google testing AMP label in Search ads

Google started running a test to serve AMP-enabled landing pages from mobile Search ads early last year and rolled it out to all advertisers in September. Now Google is experimenting with showing the AMP lightning icon next to the description in some of those text ads.

Below is an example of the test, spotted by a reader, running on an ad for Event Tickets Center, which participated in the AMP test from the beginning.

Google is testing an AMP label on mobile search ads.

This is just a test for now, and I have not been able to replicate it. We asked Google for comment. “We’re always testing new ways to improve our experience for our advertisers and users, but don’t have anything specific to announce right now,” a Google spokesperson told us.

This article has been updated to reflect AMP landing pages have been available to all AdWords advertisers since September.

Opinions expressed in this article are those of the guest author and not necessarily Search Engine Land. Staff authors are listed here.

About The Author

Ginny Marvin

Ginny Marvin was Third Door Media’s former Editor-in-Chief (October 2018 to December 2020), running the day to day editorial operations across all publications and overseeing paid media coverage. Ginny Marvin writes about paid digital advertising and analytics news and trends for Search Engine Land, Marketing Land and MarTech Today. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions. She can be found on Twitter as @ginnymarvin.