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Ads on AMP Pages and Web Stories

Applies to: Publishers

AMP pages and Google Web Stories cannot run the normal ad script. For them, banner, native, reel and creator widget zones have a second code: AMP fetches the ad itself and shows it with a small template that is part of the code. You do not need a new zone; the same zone serves your normal pages and your AMP pages.

What this is#

  • AMP page — the ad is an <amp-list> with a small template, placed where the ad goes, plus two script tags for the page's <head>.
  • Web Story — the ad is a full-screen sponsored page with a Learn more button. You paste that page between your own story pages, where you want the ad to come.

Image and video ads are shown. HTML ads cannot run inside AMP and are skipped, so the zone shows the next image or video ad instead.

When you'll use this#

  • Your site publishes AMP versions of its articles.
  • You publish Web Stories and want to earn from them.

Step by step#

AMP page#

  1. Open the ad zone (a banner, native, reel or creator widget zone) and click the Ad Zone Code tab.
  2. Open AMP pages and Web Stories.
  3. Copy AMP page: in into the <head> of your AMP page, once per page.
  4. Copy AMP page: where the ad goes to the spot where the ad should appear.
  5. Run the page through the AMP validator; the code passes as it is.

Web Story#

  1. In the same section, copy Web Story: in into the story's <head>.
  2. Copy Web Story: a sponsored page, inside and paste it between two of your story pages, for example after the third or fourth.
  3. The button says Learn more; you can change the text in the code.

Portrait zones (creator widgets) suit stories best: their ads fill the screen. In a story the ad shows its image (for a video ad, its poster image); a zone whose ads have no image shows nothing there.

Good to know#

  • An impression counts when the ad is rendered. In a story, AMP prepares pages a little ahead, so the count can come slightly before the reader reaches the sponsored page.
  • Clicks go through the ad server like on your normal pages.
  • The same targeting, blocked advertisers and floor prices of the zone apply.
  • You can change the template (layout, styling) as long as the page stays valid AMP; keep the {{href}}, {{src}} ({{poster}} in stories) and {{imp}} placeholders.
  • See it live: AMP and Web Story demo.