Read a post suggesting crafting the display url so as to include the search term, as it's common practice in SEO it's hard to tell from the examples given whether it was done specifically for the AW campaign.

Do people look at the display Url before clicking?

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I was amused to see the top SERP in the first example was our own AKA :-)

I'd say a lot of people do look at the URL (I know I do, nearly always) and the more bold text in your ad the better it will stand out. Although I'm not really sure if it's better or not to have the keywords tagged on after the domain name. It sometimes strikes me as spammy and usually looks better and more trustworthy when it's only the domain displayed. Probably depends on the ad whether or not it's a good idea to do.

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You could split test the ads and have both ads similar but a different display URL, one with the search term and one without and see which one gets a higher click thru rate.

In the campaign settings make sure you have 'show ads more evenly'.

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"..usually looks better and more trustworthy when it's only the domain displayed."

Up to recently I'd assumed the display Url was the destination one so usually looked for filenames that might indicate better search query relevance, and so thought having at least some of the search query in the file name might also have a bearing on the pages' QS.....

My testing has shown that having the keyword in the display URL works better than not having it

mysite.com/keyword

Using DKI its pretty painless to set-up

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If DKI can insert KWs in the display url that sort of puts the kibosh on any QS benefit, wouldn't it?

I noticed this post yesterday as he linked to a quality score post on the RFM blog.

From a lot of testing I can say for sure that having the keyword in the display URL in 99% of cases (probably more) it will increase your CTR and hence increase your quality score.

To be honest, I think that KW use in the display URL carries less weight now with QS calculation than it did before. There were two noticable changes to QS calculation since it's inception early this year and the first change made diaply URL less relevant.

As for QS being effected, the only real way I could see this happening is with the increase or decrease of CTR.

The best results I have seen are for a short domain LLLL.com/KeyWord with no "www."

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Is using a product specific domain / URL worth the effort?

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I think its a good idea to make use of the display url. Provided your domain name is short enough.

For example:

I'm searching for Apple Ipod's but more particularly the ipod classic series.

I type into Google / Yahoo! "Apple Ipod Classic".

I get two adds with different display url's like this:

apple.com

or
apple.com/ipod-classic

which one would you click on?

I know I'd go for the one that looks like it will take me to the right page first time.

I think though its just as important to make sure the landing page or destination url does just that, otherwise it kinda defeats the purpose.

I think the display URL plays a minimal part in click throughs but at the end of the day one might as well optimise every single aspect of Adwords that one can so I think it is worth tweaking the display url. It can make a little difference.

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