Does the target have to be a web page?

Can it be a zip file?

[doc]

I am contemplating running Adwords for a free utility. I am wondering if I can make the target of the Adwords a zip file or does it have to be a web page and then have a link to the zip file on the web page.

[Scaramanga]

It would make more sense to put the link on a webpage, so you can provide some details about the utility. That way, people will know what they're getting, so they're more likely to download it.

I wouldn't want to download a zip file straight from a google search - I'd need to know more about it first.

[dead_duckie]

If I am correct they do not allow the landing page to be something else than a webpage. No PDF files, PowerPoint files, or Word documents. I guess it's because you need special programs to open some of these. Not everyone has every program needed.

[mistah]

I would have thought that Google would prevent Awdords linking directly to non-html files. It would be a very easy way of determined people with a bit of cash to spread viruses. Put some big bucks in an Adwords account, bid on sex-related keywords with "Free porn, click here" and link directly to a virus-containing executable file. You could cause some big mischief.

[AdWordsAdvisor]

Your AdWords ad should link to a website, doc. To be within AdWords guidelines the site must be one that is related to the product or service offered in the ad - and the domain of the 'Display URL' should also be related to the domain of the 'Destination URL' of the ad.

If you think of it from the user's perspective, it makes sense. AdWords users trust that when they click on an ad they'll be taken to a site where they can make an informed decision as to whether to do business with an advertiser or not.

Being taken directly to download would be a unsettling experience, and would likely make some users think twice about clicking on any AdWords ad in the future.

[doc]

Thanks AdWordsAdvisor,

Now suppose I create a landing page just for the AdWords campaigns, any idea what kind of percentage of clickthroughs to my free downloads might occur?
Obviously I can start my campaign and see.

[dmorison]

Hi Doc,

There are more factors that affect click-thru and conversion rate than you can shake a stick at.

Only thing to do is to try it; and then try and improve.

Good luck!