Display URL Customization

[avalon37]

Has anyone tested the effectiveness of customizing the display url? Say your site domain is called "x" and you sell a lot of different items one being wine glasses. Has anyone tested making the display url for the term "wine glasses" x.com/wineglasses

I've seen a number of advertisers doing this and am curious if it helps CTR and if it may cause CPC prices to go up because it is a change and Google usually doesn't like change. Any thoughts/experiences?

[cybergal]

Yes It did help me for few campaigns ...the ctr increased & Quality score become Great.Infact I had customized the URL for each keyword,using Dynamic keyword insertion.

But for one particular campaign url customization bought no changes.
Strange!