Vary the display URL
Written by Chris Barling
Wednesday, 06 July 2011 00:00
The URL displayed at the end of the advert must broadly indicate where the click will go but does not have to reflect the exact URL that will be followed when the ad is clicked. So use this capability. In the display URL consider capitalising the brand name, remove www, add a product name or a call to action on the end, or put in the country, e.g. Actinic.co.uk/ActinicExpress or Actinic.co.uk/Special-Deals.html. There are documented cases of doubling the click through rate simply by changing this URL description.