The Google AdWords team announced the launch of support for accelerated mobile pages (AMP) landing pages in ad campaigns. The feature will be affordable to all advertisers within 2 weeks, but so far only for textual contextual ads.
According to AdWords, every extra second of downloading a website reduces conversions by 20%. So if a client visits pages with slow downloads you lose the potential for traffic, interaction and sales. Therefore, AMP which are loaded instantly can help you with this problem.
Landing pages in AMP format will be available for all mobile clicks. But the caching is working now only for Chrome on Android. In the near future Google will also add support for other browsers. Currently AMP pages support dynamic content and A/B testing.