When you setup your ad in AdWords it allows you to define the destination URL, but I noticed something today when using the desktop application "AdWords Editor".
When using the Add/Update Multiple Keywords wizard it allows you to define a destination URL for each "keyword".
Can anyone explain how this works, because I thought the destination URL could only be defined by the ad itself.
Thanks,
Can anyone explain how this works, because I thought the destination URL could only be defined by the ad itself
You can see keyword destination URLs in the interface as well. Use "Filter and views" + "Customize columns" to adjust what you see on the screen.
In regards of keyword URLs themselves, they've always been there, for at least two reasons:
- tracking on keyword level
- sending users to two different landing pages within the same domain (blue onto blue.html, and red onto red.html)
1) It's important to know that keyword level destination URLs overwrite ad level URLs.
2) If you aren't using analytics with auto tagging or adwords conversion tracker, then you may want to use keyword-level urls because it allows you to track keyword conversions via your proprietary system.
3) The obvious benefit of tracking keyword conversions is the ability to see the profitable vs unprofitable keywords.
4) You can change destination URLs at the keyword level without changing the destination URL in the ad level. This is important to some because it means you can change landing pages without losing the ad’s performance history.
5) Keyword level URLs basically allow you to customize your visitors experience. You may have general "widget" keywords (e.g. buy widgets, widgets sales, discount widgets, etc.) grouped in the same ad group, so ad level URLs sending visitors to a general "widget" landing page may be most relevant for all keywords in that group.
However, you may have an ad group with widget product numbers or colors (e.g. widget 123, widget 567, red widgets, blue widgets, etc.) wherein the ad might be relevant to all keywords in said ad group, but you want to point each keyword directly to the most relevant landing page possible in hopes of higher conversions.
This is sounds like a great feature.
