November 6th, 2006 by Penny Hagerman
As those of you who dabble in pay-per-click know, setting up new ad groups in search engines requires providing both a display URL and a destination URL.Though your destination URL is usually just your sites Web address, did you know your display URL can read any way you want it to?
For those of you who may not know, your destination URL is simply your sites addy, or where youd like to send those visitors who click on your ad. On the other hand, your display URL is the addy that shows up under your paid search ad; and the two may or may not read the same.
Thats right; though best practice would be to include your site name in your display URL (for the sake of name recognition), the search engines allow you to customize your ads display URLs with any content you wish. For example, you could identify your ads by insurance type, according to the content on that particular landing page (e.g. http://www.insureme.com/lifeinsurance). Or, you could classify your display URLs by subject (such as http://www.insureme.com/studenthealth). You can even add modifiers like price terms (http://www.insureme.com/cheaphealthinsurance).
Basically, inserting any information that might help you convert searchers into leads is a good idea. So get creative and experiment with your display URLs, testing one type against another. Using this customization technique may just help increase your site traffic!
November 6th, 2006 at 6:31 pm
It seems that overture doesnt allow a display url as well as a destination url…they only allow destination url…unles theres something Im overlooking…
November 7th, 2006 at 10:28 am
Caleb, you are so right– Only Google allows you to use both a destination and a display URL. I apologize for the misinformation.
I wonder if this is something that will be included in Overtures Panama update? Regardless, it wouldnt hurt to let Yahoo know its something wed like them to add, too.
Thanks for reading and posting, Caleb.
November 22nd, 2006 at 5:58 am
Nothing changes the fact, that your creatives are not converting.
Lee
November 22nd, 2006 at 10:32 am
Hey Lee - thanks for the comment.
Just curious, are talking about InsureMes creatives specifically in your comment or just creatives in general? If you are talking about something specific, please let me know as I would like to explore the matter further.
Thanks for your help!