Ad URL options refer to the different web addresses used within an online advertisement to direct users to a specific destination.
Ads, particularly those created using platforms like Google Ads, typically utilize two distinct URL options:
- Display URL: This is the URL that is shown to users within the ad itself. Its primary purpose is readability and giving users a clear idea of which website they will visit. It often represents the main domain or a simplified path to the destination.
- Landing Page URL (also known as Final URL): This is the actual URL that users are directed to when they click on the ad. This URL can be much more specific than the display URL, pointing to a particular page on the website relevant to the ad's content. It can also include parameters for tracking and analytics.
Having two URLs allows for a balance between user-friendliness and precise targeting/tracking. As stated in the reference: "Ads you create using Google Ads have two URLs: a display URL and a landing page URL. With two URLs, you can show a simple, easy-to-read URL in your ad that directs to your website, but also define a more specific URL where you can include rich information like tracking."
Understanding Display vs. Landing Page URLs
Let's break down the function of each:
Display URL
- Purpose: User experience, brand recognition, transparency.
- Appearance: Often uses the main domain (e.g., example.com) or a short path (e.g., example.com/products).
- Characteristics: Simple, easy to remember, tells users where they are generally going. It does not necessarily have to be a clickable link itself within some ad formats, but it indicates the site.
Landing Page URL (Final URL)
- Purpose: Directing traffic to the most relevant page, enabling detailed tracking.
- Appearance: Can be a long URL pointing to a specific product page, category page, or service page (e.g., example.com/electronics/televisions/model-xyz).
- Characteristics: The actual destination. Can include URL parameters (like
?utm_source=google&utm_medium=cpc) to track the source and details of the click.
Why Two URLs Matter
This dual-URL structure is crucial for effective online advertising:
- Improved User Trust: A clean, recognizable display URL builds trust.
- Enhanced Relevance: The landing page URL ensures users arrive at the exact page that matches their search query or the ad's promise, improving conversion rates.
- Detailed Analytics: The landing page URL with tracking parameters allows advertisers to measure ad performance accurately and understand user behavior after the click.
Example
Consider an ad for running shoes:
- Display URL:
ExampleShoes.comorExampleShoes.com/Running - Landing Page URL:
ExampleShoes.com/category/running-shoes/mens-trail-runners?ad_id=123&keyword=trail%20shoes
The user sees the simple display URL, knows they are going to ExampleShoes.com, but clicks through to the very specific page for men's trail running shoes, with tracking information included.
Comparison Table
| Feature | Display URL | Landing Page URL (Final URL) |
|---|---|---|
| What it is | URL shown in the ad | Actual destination URL |
| Primary Goal | Readability, trust, indication of website | Directing traffic to relevant page, tracking |
| Complexity | Simple, often main domain or short path | Can be complex, specific page, includes tracking parameters |
| User Interaction | Seen by user | Clicked by user (user arrives here) |
Understanding these two URL options is fundamental to setting up effective and trackable online advertising campaigns.
