Edits to ads and engagement guides.

content/docs/guides/ads_on_amp.md

@@ -1,5 +1,5 @@
 ---
-$title: Ads on AMP
+$title: Serving Ads on AMP
 $order: 8
 ---
 <div class="toc">
@@ -10,7 +10,7 @@ $order: 8
   </ul>
 </div>
 
-AMP pages are just web pages, except consistently faster. Many of the best practices in this guide are consistent across non-AMP pages.
+AMP pages are just web pages with some extra features (and a few limitations), making them consistently faster and more user-friendly. Many of the best practices in this guide are consistent across non-AMP pages.
 
 For optimal results, approach ads on AMP pages in the same manner as ads on non-AMP pages.
 

content/docs/guides/ads_on_amp/ads_getting_started.md

@@ -5,25 +5,27 @@ $order : 0
 
 ## Three Easy Steps to Serving Ads on Your AMP Page
 
-Not sure how to get started? In this tutorial, you’ll learn how to quickly and easily serve ads on your AMP page.
+Not sure how to get started? In this short guide, you’ll learn how to quickly and easily serve ads on your AMP page.
 
 ### 1. Add the `<amp-ads>` component to your AMP page:
 
 [sourcecode:html]
 <script async custom-element="amp-ad" src="https://cdn.ampproject.org/v0/amp-ad-0.1.js"></script>
 [/sourcecode]
 
-### 2. You added the ads framework, now specify the ad server or ad network in the `type` attribute:
+By adding the `amp-ads` component, you've added the ads framework to your AMP page.
+
+### 2. Specify the ad server or ad network in the `type` attribute:
 
 [sourcecode:html]
 <amp-ad
       type="a9">
   </amp-ad>
 [/sourcecode]
 
-[Here](https://github.com/ampproject/amphtml/tree/master/ads) is a list of supported ad networks.
+[Here](https://www.ampproject.org/docs/reference/components/amp-ad#supported-ad-networks) is a list of supported ad networks.
 
-### 3. You just defined the ad server type, but you also need to define the ad size. Specify your ad unit’s height and width:
+### 3. Specify your ad unit’s height and width:
 
 [sourcecode:html]
 <amp-ad width="300"
@@ -35,9 +37,13 @@ Not sure how to get started? In this tutorial, you’ll learn how to quickly and
   </amp-ad>
 [/sourcecode]
 
-Note: The additional data attributes are telling the ad network to pull the right size and pub from their servers. Each ad network has different attributes to send. [Learn more](https://www.ampproject.org/docs/reference/components/amp-ad#supported-ad-networks).
+By defining your ad unit's height and weight, you've specified the ad size on your AMP page.
+
+{% call callout('Note', type='note') %}
+The additional data attributes are telling the ad network to pull the right size and pub from their servers. Each ad network has different attributes to send. [Learn more](https://www.ampproject.org/docs/reference/components/amp-ad#supported-ad-networks).
+{% endcall %}
 
-### 4. [OPTIONAL] AMP supports an optional placeholder attribute. Depending on the ad network, you can choose to show a placeholder until the ad is available for viewing. This provides a better user experience by preventing a blank space from showing:
+### 4. [OPTIONAL] Specify a placeholder:
 
 [sourcecode:html]
  <amp-ad width="300"
@@ -48,7 +54,9 @@ Note: The additional data attributes are telling the ad network to pull the righ
   </amp-ad>
 [/sourcecode]
 
-### 5. [OPTIONAL] AMP supports an optional fallback attribute. Depending on the ad network, you can choose to show this fallback element if no ad is available to serve:
+AMP supports an optional placeholder attribute. Depending on the ad network, you can choose to show a placeholder until the ad is available for viewing. This provides a better user experience by preventing a blank space from showing:
+
+### 5. [OPTIONAL] Specify a fallback attribute:
 
 [sourcecode:html]
 <amp-ad width="300"
@@ -59,4 +67,6 @@ Note: The additional data attributes are telling the ad network to pull the righ
   </amp-ad>
 [/sourcecode]
 
+AMP supports an optional fallback attribute. Depending on the ad network, you can choose to show this fallback element if no ad is available to serve.
+
 ### 6. Congratulations! You are now serving ads on your AMP page!

content/docs/guides/engagement.md

@@ -1,7 +1,8 @@
 ---
-$title: Tips to Improve Engagement with AMP
+$title: Improve User Engagement
 $order: 9
 ---
+Here are some quick tips to improve user engagement with AMP.
 
 ### Help readers identify you with consistent branding and rich content across AMP and non-AMP pages