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Google Adwords is to soon bring out an update to their display URL policy, which will become effective on April 1st. According to the information that has been released, it seems that a majority of advertisers will not be influenced at all. However, the few that shall be affected will have to take immediate corrective measures. Hence, to find out whether or not you are among those few, read on, and you shall be able to determine the same!
Google has decided to no longer allow exceptions with regards to their display URL policy. This move comes as a response to advertiser and user feedback. This move also entails an effort to provide more relevant advertising results and a higher quality experience for Google Adwords users. This decision includes, but is not limited to redirects and vanity URLs. Starting April 1st, this policy will be strictly enforced regardless of past approvals and shall be applicable to all advertisers.
Google Adwords continues to require that your ad's display URL match its destination URL, which is the URL of your landing page.
For instance, for a destination URL www.google.com, the display URL too has to be www.google.com. The following versions or variations shall not be acceptable for an ad for www.google.com:
- www.google.co.uk - because this URL leads to a different site
- www.gogle.com - even though this URL simply redirects to www.google.com it is still not acceptable
- www.gooogle.com - because this URL leads to a page showing content identical to www.google.com
In case of tracking URLs:
Many advertisers utilize tracking URLs within the destination field of their ads. Therefore, your ads will be approved if the URL of your landing page matches with your display URL.
For example:
Display URL: www.google.com/adwords
Destination URL: www.trackingurl.com/google123
--> Landing page URL: www.google.com would be acceptable
Display URL: www.google.com/adwords
Destination URL: www.trackingurl.com/google123
-->Landing page URL: www.trackingurl.com would not be acceptable
Sub-domains are still acceptable
The use of sub-domains and additional text within the display remain acceptable. The condition applies that the top-level domain must match the URL of your landing page.
For example, display URLs such as the following:
sub.google.com
google.com/extratext
www.google.com/extratext
would all be acceptable for the landing page URL below, as the top-level domain of google.com is matched:
http://sub.google.com/miscellaneous
With this update, advertisers can now make the required changes to their ads before April 1st, so that the ads can run without disruption and disapprovals from Google AdWords.
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