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:

Screenshot by Third Door Media's Ginny Marvin illustrating the new lighting bolt AMP label in an ad listing. This image was originally published in Search Engine Land.

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.