Definition of a Display URL

Written by Nick Stamoulis

A display URL (uniform resource locator) is the website address that appears with an ad. The display URL is usually found in the last text at the end of an ad and may be simplified if the URL is too long. In this case, the full URL is not listed with the ad. The display URL makes it easier to read.

What is the difference between a display URL and a destination URL?  A destination URL is the specific location within your website where the user will be taken.

A display URL is the URL that appears below your ad text when your ad is shown. A display URL is no longer than 35 characters. Think of it like this: the display URL is leading you to the department store, but the destination URL is leading you directly to the home appliance section of the department store. The user will still arrive at the appliance section from your display URL, but without all the extra words.

Why is a display URL important? A display URL lets visitors know where they will be going when they click on your ad. Google, for example, requires that the display URL be similar to the destination URL, but they do not have to be identical. It is simply to help users anticipate where they will be going.

What can impact the click-through rate on a display URL? One of the big factors in someone clicking on a domain URL is the identifiable domain name. A recognizable domain name is more likely to be clicked on than one that is unknown.

Descriptive words in ads may decrease the click through rate of ads with a display URL. Display URLs with just the domain name may perform better than adding a plethora of keywords, which can make the ad look too cluttered. If you choose to use keywords in your ad, choose them wisely and use as few as possible. Make your domain name the star of the show.

The location of display URLs can also impact whether they are clicked on, let alone given much attention at all. Display URLs that are positioned on the bottom of the page are less likely to get attention.

What are the downsides of display URLs? If your display URL does not contain your domain name or another identifiable keyword, people will not know where they are being take and may not click on the ad. This can, in turn, hurt your branding. You want to make sure your display URL relates as closely as possible to your domain name and where your visitor will be taken.

A display URL can tailored, depending on the PPC (pay per click) engine model used, to work with the goal of the PPC engine, whether it is a content match, product match, or keyword match. A display URL can be changed for specific needs and goals.

A good display URL can improve your click through rate and conversion rate.

 

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