A Display URL is the web page Uniform Resource Locator (URL), or web address, that one actually sees in a pay per click text ad. The location of a Display URL is generally in the last text at the end of the ad and may be a simplified path to the website if the regular URL is too long. This means the actual URL of the web page is not listed with the pay per click ad and is used because it makes the ad easier to read.

The use of a Display URL can also be helpful when building a pay per click ad. If the pay per click ad is configured for a keyword match, the particular ad may appear more frequently if the keyword is in the Display URL. Depending on the model of PPC engine that the ad is using, the Display URL may be tailored to work towards the goal of the pay per click engine, whether it is a keyword match, a content match, a product match, or one of the many other PPC engines that are frequently used. Always remember that a Display URL is a part of a pay per click ad that can be changed for any specific needs.