Display URLs – Choosing What to Show in Your PPC Ads


Unlock More from Your Pay-Per-Click Ads with Display URL Optimization

Searching for help improving your pay-per-click marketing performance? The digital marketing experts at Now Media Group specialize in driving real returns from PPC. Fine-tuning your display URLs is one impactful way we ensure our client’s investment in pay-per-click delivers value, not just vanity metrics. Our strategic optimization, tailored to your brand and products, generates clicks that convert.

Reach out to us at (858) 333-8950 to learn how optimizing key elements like your display URLs can significantly boost your cost-per-conversion. Let our PPC pros analyze your display URLs today!

Understanding Display URLsGoogle search

First, let’s differentiate between two crucial URL components in PPC ads:

  • Display URL: This is the user-facing path shown within the ad itself. It has a character limit (typically 35 characters on desktops and 20 on mobile) and serves as a preview of the landing page.
  • Final URL: This is the actual web address users are directed to after clicking your ad. It can be longer and often includes tracking parameters.

Why Do They Matter?

Display URLs can provide:

  • Enhanced Transparency: A clear and concise display URL builds trust with potential customers. It tells them exactly where they’re headed, fostering a sense of security and reducing click-through hesitancy.
  • Improved Click-Through Rates (CTR): When users understand what awaits them after clicking, they’re more likely to engage. A relevant display URL aligned with your ad copy can significantly boost your CTR.
  • Keyword Relevance: By incorporating relevant keywords within the character limit, you can strengthen your ad’s connection to user searches. This improves ad rank and organic appeal.
  • Brand Reinforcement: Including your brand name in the display URL reinforces brand recognition and builds trust, especially for non-branded campaigns.

Creating Effective Display URLs

When creating display URLs, keep the following tips in mind:

  • Conciseness is Key: With a limited character count, prioritize clarity and brevity. Eliminate unnecessary characters and focus on conveying the essence of the landing page.
  • Keyword Integration: Where possible, weave relevant keywords into your display URL. This improves ad relevance and user understanding.
  • Match Ad Copy: Ensure your display URL aligns seamlessly with your ad copy. Consistency builds trust and reinforces the user’s search intent.
  • Highlight Benefits: Briefly showcase the value proposition of the landing page. This entices users by hinting at the solutions or products they’ll find.
  • Brand Incorporation: When appropriate, include your brand name in the display URL. This strengthens brand recognition and builds trust, particularly for non-branded campaigns.
  • Use Path Extensions (For Path 2): If your PPC platform allows path extensions (like Google Ads), utilize them strategically. This lets you add an extra level of detail to your display URL, providing further clarity to users.

Advanced Strategies golden circle

After you’ve hit the basics of display URLs, you may try out these advanced strategies:

  • A/B Testing: Don’t settle for assumptions. Experiment with different display URL variations to see which resonates best with your audience. A/B testing helps identify high-performing options.
  • Call to Action (CTA) Integration: Consider incorporating a subtle CTA within the display URL character limit. This can incentivize clicks and nudge users towards conversion.
  • Urgency and Scarcity: If applicable, use the display URL to create a sense of urgency or scarcity. This can encourage users to act fast and capitalize on limited-time offers.
  • Campaign Specificity: Tailor your display URLs to specific campaigns. This ensures a clear connection between the ad, the landing page, and the user’s search intent.

Achieve PPC Success with Now Media Group!

Display URLs, though seemingly small, hold immense power in shaping your PPC campaign’s success. If you’re unsure where to start when it comes to paid advertising for your business, contact our digital marketing agency today by calling (858) 333-8950.

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