I came across a discussion recently about PPC affiliate marketing with my friend Darrell Merrick known as the AdWords Mad Scientist…
I’ve learned something about Display URL tricks…..
Let’s say I wanted to improve this following ad for the keyword “matrix trilogy dvd”:
Matrix Trilogy DVD
The ultimate collection
10 DVDs in one set.
BoxedDVDs.com
I can easily improve this by a minor tweak to the URL:
Matrix Trilogy DVD
The ultimate collection
10 DVDs in one set.
BoxedDVDs.com/Matrix
Obviously it highlights the keyword for the human eye better, upping that CTR. The second, less-recognized benefit is that it ups Quality Score slightly.
This is particularly useful if you’re catering to Google’s ad-landing congruence policy. Basically, the more you contour an ad to match the landing (whether your own or the merchant’s, the higher your Quality Score) and remember, this all builds account history.
September 22, 2007 at 5:51 pm |
Hi Will,
Thanks for the “shout out” to me.
Great example of using display URL to boost CTR and Quality Score.
Most people don’t realize you can just ad text after a “/” in the display URL.
Google is allowing you to put in text for a folder. But the folder doesn’t even have to exist!
Also, this “trick” tends to improve conversions, if the display URL addition underscores what they’re getting (or gives more detail)
You can have fun (and profit) with it, by trying different things that will fit in that space.
Such as:
BoxedDVDs.com/Matrix Mega Set
Okay, I’ll have to refrain from giving a ton of examples. I’ve spent an insane amount of time crafting ads for DVD sets, so I’m tempted to go on and on!
Just know that there are a bunch of things you can try.
And display URL is an entire “space” to work with, that often gets ignored.