Here’s an overview:Tying online ads to offline purchasesIn 2014, Google launched a tool to help marketers track when their online ads helped drive consumers to real-world locations, like retail stores or restaurants. Faster search landing pages with AMPGoogle unveiled its Accelerated Mobile Pages 18 months ago in an attempt to offer consumers speedier content on mobile devices. Now, Google says it’s starting to direct users who click on search ads to AMP landing pages, if marketers have them available. Faster ad landing pages leads to more engagement with content, and therefore a greater propensity to make a purchase or undertake another action, the thinking goes. For example, Johnson & Johnson said it’s seen engagement improve 20% with AMP pages versus the regular versions of its ad landing pages.

Source: Wall Street Journal May 24, 2017 22:56 UTC