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Small Test of Display URLs

   
4:35 pm on Oct 19, 2006 (gmt 0)

10+ Year Member



I remember a while ago someone asked about using "example.com" or "example.com/keyword/page" for the display URL field when using adwords. I had been running a test for this for about 30 days and wanted to give my results.

I ran two pairs of ads. Both ads from each set had exactly the same text except one of each had just the root domain name as the display URL, and the other of each had actual landing URL.

In both cases, the ads that showed the landing page URL had a CTR that was about 50% higher on average.

One of the pair did very poor, and had a CTR that was half of the other pair, but even in the poorly performing pair, the one with the landing URL did roughly 50% better.

I used keywords that were not very competitive, and lower traffic. Maybe 1000 impressions per day, give or take. Also the URL contained the keyword which I think is significant since google makes it bold faced and thus it sticks out more. The ads were not in the top three, but were on the first page - so they were well mixed in with the others. The others however, rarely (that I saw) used landing URL's on their ads, preferring to use their plain domain name.

I have received many good tips here and I wanted to share this information. Hope someone will find it useful. :)

4:43 pm on Oct 19, 2006 (gmt 0)

WebmasterWorld Senior Member 10+ Year Member



hi Winters

Thanks for sharing , great idea i too would try to take note of it.

1:30 pm on Oct 20, 2006 (gmt 0)

5+ Year Member



So www.site.com/bla/ got higher CTR than www.site.com?
2:08 pm on Oct 20, 2006 (gmt 0)

10+ Year Member



Yes by quite a large margin.
2:08 pm on Oct 20, 2006 (gmt 0)

WebmasterWorld Senior Member 5+ Year Member



I use this technique often. I think customers know that many ads land them places where they have to keep clicking and digging. When the display url shows the modifier (I use regex / apache mod rewrite so the display url is a working url as well) they know the link is going to land them on the thing they're searching for.
2:57 pm on Oct 20, 2006 (gmt 0)

WebmasterWorld Senior Member 5+ Year Member



Interestingly I also tried this, but had completely the opposite results. I eventually reverted back to the domain name only. I think this might work very well if you have a very short domain name, perhaps if it is slightly longer it just looks messy.
3:22 pm on Oct 20, 2006 (gmt 0)

10+ Year Member



The domain I used is pretty short. 9 letters. Also think it makes a difference if there are keywords in the url since they get boldfaced.
3:39 pm on Oct 20, 2006 (gmt 0)

WebmasterWorld Senior Member 10+ Year Member



What is the official rule around this? I know it's been around for a while, but I'm a little surprised it's allowed in the first place...

Is there a rule in place to disallow:

www.site.com/buy_my_product_now

8:51 pm on Oct 20, 2006 (gmt 0)

WebmasterWorld Senior Member adwordsadvisor is a WebmasterWorld Top Contributor of All Time 10+ Year Member



What is the official rule around this? I know it's been around for a while, but I'm a little surprised it's allowed in the first place...
Is there a rule in place to disallow:

www.site.com/buy_my_product_now

This is handled on a case-by-case basis. The essential priniciple at work is that we will disapprove ads in which the Display URL is used as an additional line of ad text.

AWA

 

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