When running Google Ads, most people focus on headlines and descriptions. But there’s one small yet powerful element that often gets overlooked—the Display URL. While it may seem like just a simple link, it plays a crucial role in getting users to trust your ad and click on it.
So, what exactly is a Display URL, and how do you optimize it for better ad performance? Let’s break it down in simple terms.
What is a Display URL?
The Display URL is the web address that appears in your Google Ads. It gives users an idea of where they’ll land after clicking on your ad.
It’s not necessarily the actual landing page URL, but rather a clean, user-friendly version of it. For example:
✅ www.Kaitelicious.com/Healthy-Snacks (Display URL)
Actual landing page URL: www.kaitelicious.com/products/category/healthy-snacks?utm_source=googleads
Since Google Ads allows you to customize the Display URL, you can make it clear and appealing to users.
Why is the Display URL Important?
- Builds Trust & Credibility
A well-structured Display URL makes users feel more confident about clicking your ad. If the URL looks messy or irrelevant, users might hesitate to trust your ad. - Reinforces Relevance
When your Display URL matches the user’s search intent, it reassures them they’re in the right place. For example, if someone searches for “healthy snacks online,” a Display URL like www.Kaitelicious.com/Healthy-Snacks is more relevant than just www.Kaitelicious.com. - Improves Click-Through Rate (CTR)
A clear, keyword-rich Display URL can increase the chances of users clicking your ad, leading to a higher CTR and better ad performance. - Supports Branding
Your Display URL is a branding opportunity. If people keep seeing your URL associated with their searches, it builds familiarity and trust with your brand.
How to Optimize Your Display URL for Better Performance
- Keep It Short and Readable
Avoid long, complicated URLs with numbers and special characters. Instead, use simple and clean URLs that are easy to understand.✅ www.Kaitelicious.com/Protein-Bars
❌ www.Kaitelicious.com/category/products?id=12345 - Use Keywords to Match Search Intent
Google lets you add two path fields (up to 15 characters each) after your domain name. Use them to include relevant keywords related to the user’s search.✅ www.Kaitelicious.com/Organic-Food
✅ www.Kaitelicious.com/Nut-Free-SnacksThis reassures the user that your page is directly relevant to what they’re looking for. - Match the Landing Page
Your Display URL should accurately represent the content of your landing page. If your ad promotes “gluten-free cookies,” your Display URL should reflect that:✅ www.Kaitelicious.com/Gluten-Free
❌ www.Kaitelicious.com/SnacksIf there’s a mismatch, users might feel misled and leave immediately, increasing your bounce rate. - Use Subdomains Carefully
If you use a subdomain, make sure it’s relevant and not confusing. For example:✅ shop.Kaitelicious.com/Specials (Good if your eCommerce store is on a subdomain)
❌ random.Kaitelicious.com/Deals (Avoid using unnecessary subdomains) - Avoid Unnecessary Capitalization
Google Ads URLs are case-insensitive, but inconsistent capitalization can make your ad look unprofessional.✅ www.Kaitelicious.com/Energy-Bars
❌ www.KAITELICIOUS.COM/eNERGY-bARS - Test Different Display URLs
Try A/B testing different versions of your Display URL to see which one improves your click-through rate. Small changes can sometimes lead to better results.
Common Mistakes to Avoid
🚫 Forgetting to Customize the Path Fields – If you don’t customize your Display URL, Google may automatically generate one, which might not look as appealing.
🚫 Using Misleading URLs – If your URL suggests a product or discount that’s not available, users will feel tricked and leave.
🚫 Overloading with Keywords – While adding relevant keywords is good, stuffing too many into the URL can make it look unnatural.
🚫 Ignoring Mobile Users – Shorter URLs work better on mobile devices, so avoid long and cluttered paths.
Final Thoughts
Your Display URL might be small, but it has a big impact on your ad performance. A well-optimized Display URL helps build trust, increases relevance, and improves your ad’s click-through rate.
By keeping it short, adding relevant keywords, and ensuring it matches your landing page, you can make your Display URL work harder for you.
Next time you set up a Google Ad, don’t just focus on the headline and description—make sure your Display URL is doing its job too! 🚀
