Last fall, Google began providing advertisers with the ability to point mobile search text ads to Accelerated Mobile Pages (AMP). Now, Google is testing a lightning bolt label next to the description of some ads. This was reported in Search Engine Land by Third Door Media’s Ginny Marvin, and she shared the below screenshot:
The lightning bolt symbolizes the speed with which AMP pages load on mobile – faster than even the most well-optimized responsive pages. It’s likely that the prominent placement and additional visibility of the AMP label will lead to improved click-through rates. In addition, prior research with AMP pages has demonstrated lower bounce rates, likely due to an improved user experience.