In paid search, the display URL is the URL that is shown in the ad. It is important to choose a display URL that accurately represents the destination of the ad, as this can help improve the ad’s performance and increase the likelihood that users will click on it.
There are several reasons why the display URL matters in paid search:
- User trust: A clear and accurate display URL can help build trust with users, as they can see where the ad will take them before they click on it. This can increase the likelihood that users will click on the ad.
- Ad relevance: A display URL that accurately reflects the content of the ad can help improve the ad’s relevance to users. This can increase the ad’s quality score, which can help improve its performance and lower its cost.
- Advertiser credibility: A display URL that accurately represents the advertiser’s website can help improve the advertiser’s credibility with users. This can increase the likelihood that users will trust the advertiser and take the desired action (e.g., make a purchase or sign up for a newsletter).
Overall, the display URL is an important element of a paid search ad, and it is important to choose a display URL that accurately reflects the destination of the ad. By doing so, you can improve the ad’s performance and increase its effectiveness.