Monday, 30 April - 18:13 Category: Pay per Click

Google and the Display URL

SYNOPSIS: Use the display URL in your Google Adwords to improve your click through rate by incorporating keywords.

If you are currently running a Google Adwords campaign then here's something quick for you to test out...

If you're familiar with Adwords then you will know that if your advert contains the keyword the Browser has typed in it will be shown in bold font. So naturally, it makes sense for your advert to contain the keyword at least once and ideally twice if you can still get the advert to make sense. :-)

The more times you can get the keyword shown in bold the more the Browser's eye will be drawn to it. You may know that when you put together a Google text ad it will ask you for the display URL and the target URL (the latter being where your visitor will actually end up). However, you can take advantage of the display URL into which you can add relevant keywords. The easiest way to describe this is to see mockup...

Let's imagine that you are looking for a new website. You may use the keywords "web design". In amongst the sponsored links you'll probably find one for Morgan Wylie and it might look something like this:

Web Design
Grow Your Online Profits
Elegant Web Design for Businesses
MorganWylie.co.uk/WebDesign

Notice how by adding the keyword at the end of the display URL it becomes bold. Makes the advert a bit more visually compelling doesn't it?

Now, we've been testing over the past two months and found a definite rise in click through rate. However, nothing in marketing is ever certain and so I suggest you run two adverts side by side; one with the amended display URL and the other without. See which one works the best. Happy Googling, folks.

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Posted By:Jed Wylie on Mon, Apr 30th 2007, 18:13