What Format Should Your Display URL Have?

Writing by Brick Marketing on Saturday, 5 of July , 2008 at 9:22 am

David Szetela brings up a very important point when he mentions in this article that the display URL on your ads don’t have to conform to a single web page URL on your web site. He gives to examples, which are reprinted below:

Outdoor Furniture
Durable Patio Beauty. See
Low Prices on Top Brands!
www.FranksFurniture.com/Outdoor

and the second example is:

Outdoor Furniture
Durable Patio Beauty. See
Low Prices on Top Brands!
Outdoor.FranksFurniture.com

Notice that in both examples you can add the keyword to before or after your URL. If you put it after your URL you’ll have to precede it with a forward slash to make it look like a folder on your URL. If before, place it in front of a period as if in a subdomain. Keep in mind that these pages have to actually exist. In other words, don’t just throw in the keyword for the heck of it. Create the page that the URL corresponds to and make that your display URL. The display URL does not have to be your home page.

But the side benefit to doing this is you have your keyword in the ad one more time. You have it in the title, you have it in the description, and then you have it in the display URL. Employ this technique and watch your click through rate go up.

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Category: PPC Management, ad copywriting

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