Google AdWords recently notified advertisers that, beginning this week, all ads that lead to sites on hosted domains must have display URLs that match their destination URLs exactly. This change only affects advertisers who use websites on hosted domains and does not impact those who have display URLs that go directly to a regular site.
For Example: JumpFly would like to advertise their blog to bring in new readers. Before this display URL policy change, JumpFly would have been able to use the display URL www.JumpFly.com/Blog (or something similar if desired). However, after this policy change is implemented, the example display URL would need to be www.Blog.Jumpfly.com.
Going forward, ads that do not include the additional information in the display URLs will be disapproved during the AdWords ad review process. Google AdWords advertisers will be notified via e-mail that their ads require editing before they can go live and a suggested display URL will be provided. Google is also encouraging AdWords advertisers to proactively adjust all ads that might be affected by this change.
This Google AdWords display URL policy change is understandable and conducive to the smooth user experience that Google prides itself on providing. Advertisers not currently utilizing the services of a PPC Account Management company will need to go through the campaigns in their AdWords accounts to make sure their ads are compliant with this new display URL policy change.
The Google AdWords display URL is a potentially valuable tool that is unused or underused by many pay-per-click (PPC) advertisers. Don’t make the mistake of neglecting this valuable piece of online advertising real estate. It can partially act as an additional advertising line if used wisely.