Google is on a roll – 2011 is a year of change when it comes to AdWords. I’m talking about front end changes that directly impact user experience. Just a few recent examples: Six Sitelinks In Paid Search, Light Blue Google Search Results, and AdWords Megatitles. Today, I’m thrilled to blog about a few recent changes to Google AdWords display URLs and how you can benefit from these changes.
AdWords Display URL Changes and Tips
Check out the screenshot to the right. You can see that the display URLs are now right under the title, followed with description lines one and two. In the past, the title would always be directly followed by the description and then the display URL at the bottom.
Most users focus primarily on the title. Now that the display URL is so close to the title, it’s more important than ever. Users are going to focus on your display URL more than ever before. My recommendation: Consider modifying your display URL to include relevant keywords (either as a subdomain or as a folder after the root domain). In the screenshot to the right, I personally like the Allstate ad since “Auto-Insurance” really stands out as a folder after the root domain in the display URL.
Another recent change to display URLs on AdWords (a few months back): Display URLs are now in lower case. You can no longer have title casing in subdomains and also root domains of display URLs. However, there’s one exception: folders. Check out the esurance ad to the right, the folder “California” is in title case. Now, check out the ad for insure.com. The “autoinsurance” is in lower case. A while back, it was possible to leverage title case in subdomains and root domains, such as “AutoInsurance.Insure.com”. My tip: Make sure to test both subdomains and folders. As you test folders, make sure to test both lower case and title case. Personally, I have found great success with title case and feel it will be even more important now that display URLs are right below the title.
So there you have it. A few recent changes to display URLs and a few tips on how to optimize the CTR of your ads. Hope this helps. Any special display URL strategies that have worked well in your AdWords campaigns?
Cool to see the write-up Ian.
We noticed the change this past week when doing searches for “personal injury lawyers” in both AdWords and the organic results.
http: // i.imgur . com/r2ZW0.jpg
This is a game changer for sure in AdWords. First, combining the D1 with the title – now this.
Steve,
Thanks so much for the comment! 🙂 How are you doing? Great seeing you at SMX Advanced a few months back, you attending SES San Francisco this year? I’m only going to there for day 1, but perhaps we will run into each other. Thanks for sharing the screenshot, agreed it’s a game changer.
All the best,
Ian
Thanks for sharing this tip. Very useful information indeed.
I will not be at SES this time around, however, I will be in Mountain View this upcoming Wednesday evening (17th) and Thursday all-day (18th) for a Google visit.
If schedules align, perhaps we can grab dinner/drinks one of those two days while I’m “in town”?
Also noticed the change, we shall see if it is a game changer or not, time will tell
Thanks Justin for the comment, very much appreciate it!
All the best,
Ian
Hi Steve,
Awesome stuff! Visiting Google is always a great time, make sure to check out the new Google store while you’re there if you have the time. This week, it’s looking like I’ll be in SF Wed and Thurs (for SES conference and events after) but will definitely let you know if anything changes and I plan to be in Mountain View one of those days.
All the best,
Ian
AWESOME TIPS! I also feel very strongly about the Display URL, it’s often a very overlooked missed opportunity for Key Words !
Darren
Thanks so much, Darren! I very much appreciate it. 🙂
All the best,
Ian
Google is all out to kill facebook ads, with the launch of Google Plus they’ve got socially aggressive
Thanks, ZK, appreciate the comment. Google Plus is quickly gaining a lot of steam. It’s really interesting to see it spread so fast.
Awesome Ian! I am trying to decide how I feel about the ad appearance. “Cupcakes Atlanta” turned up some very confusing results just now. The visibility of Places, SiteLinks, and additional new releases made the search experience congested. I think it will be frustrating if nothing else to the consumer who still does not know how to effectively search. Time to make sure our clients have clean ads and URLs 🙂
Charity,
Thanks so much for the comment. You bring up some really great points.
All the best,
Ian