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Glossary keyword - Display URL

Display URL

Search engine users see display URLs in PPC ads as a URL. Display URLs can be different from destination URLs. It helps internet users get an idea of the content they are going to be taken to on a landing page. 

Google also requires developers to make similar display URLs to destination URLs, although they must be similar, it doesn’t mean that they have to be identical. 

Display URL description

To get an expanded text ad, the display URL must have the domain of a final URL plus the subdomain. If it exists, it must have optional path fields that contain a maximum of 15 characters each. In some rare cases, display URLs may not have an addition of subdomains. This case, for example, applies to when a subdomain has a trademarked term. In this instance, the display URL may not have the subdomain that the developer added. Since Google is continually adjusting its Google ads service, it may update the domain component of a display URL. They can sometimes appear in ads with the prefix “www.” in lowercase characters. This may occur even when the developer has used capital letters. It can include a subdomain if the URL begins with it. For example, “”

Importance of display optimization

Optimizing display URL is a must-do for any successful online business. Though, it is even more critical for new small businesses. Because the brand name or the website might not be well known. To improve the click-through rate of the site, developers should also add keywords that try their best to describe the nature of the business. In this case, the visitors will have an understanding of the type of content they are about to view and be even more interested in clicking. Not having keywords in display URLs can lead to potential visitors not entering the website due to not knowing what they contain.

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