Apart from being wonderfully creative with your title, and two lines of ad copy, the display URL is the only other place available to tweak your AdWords adverts in your favour.
As we all know ‘deep level’ split testing your adverts is a key element to maximising your results, and playing your keywords in the best way. What I mean by ‘deep level’ is looking at the whole picture with each advert and related keyword being looked at with all factors that affects your ROI. You don’t need me to tell you that, unless you are doing purely an awareness exercise or gathering data, wasted clicks are in the main – wasted money.
However, let’s say that you have all of your key metrics (landing pages, keywords, ROI, PPC, ad position, etc.) under control and your campaign is running well; the display URL is a nice place to play with.
Don’t get me wrong you can mess up here, but in my experience, as long as you’re not stupid, you can play a little bit with this line and really only affect your click through rate. Hey (you ask), don’t you just affect your click through rate with all the other lines? Well, yes you do, but you also affect the dead clicks, the wasted clicks, etc. much, much more. Whereas the display URL (with all of its constraints) is just a pure let’s see if I can tweak my click through rate and get more of the good stuff (if your AdWords campaign is giving you ‘good stuff’ in the first place… yep, I obviously swallowed the thesaurus today… ‘good stuff’… I ask you…).
With Google rules of destination domain having to match display domain, you have three choices when it come to the display URL, which are:
- Buy a keyword rich domain name and use this instead of your main site (not always an option)
- Use words in the sub directory (e.g. after the last /)
- Use words in the sub domain (e.g. before the first . or 2nd/3rd/etc. as well if you go deeper)
- Various character and capitalisation things that you can do
So you can play with the above to see if some different combinations give your adverts a bit or an edge on all of those around you. The key here is the ‘all of those around you’ bit. If everyone is stuffing the display URL with keywords, then it may be better to go down the ‘neutral’ route and just display your naked URL (does anyone do that anymore?).
As said, in my opinion, this is a good ‘play’ area within any form of PPC that uses this structure and can help you to tweak that extra few percent of click through rate in your favour.