Google Adwords gave an advance recent changes update regarding the display URL policy, which will take effect on April 1st. While the majority of advertisers will not be affected at all, action will be required from those who are. Recent changes to Google Adwords provides more relevant advertising results and a higher quality experience for their users, so, they made the decision to no longer allow certain exceptions with regards to display URL policy. This includes, but is not limited to redirects and vanity URLs. This policy will be strictly enforced regardless of past approvals and will apply to all advertisers, beginning on the said date (Apr 1st).

In line with Adwords existing policy, they will continue to require your ad’s display URL match its destination URL (the URL of your landing page).

Here’s the given example of Adwords:
For example, if your destination URL is www.google.com, your display URL must also be www.google.com. The following would not be acceptable display URLs for an ad for www.google.com:

• www.google.co.uk – because this URL leads to a different site
• www.gogle.com – even though this URL simply redirects to www.google.com it is still not acceptable
• www.gooogle.com – because this URL leads to a page showing content identical to www.google.com

What about tracking URLs?
If the advertisers utilize tracking URLs within the destination field of their ads, the URL of their landing page matches that of their display URL, their ads will be approved.

Adwords Example:

Display URL: www.google.com/adwords
Destination URL: www.trackingurl.com/google123
–> Landing page URL: www.google.com would be acceptable

Display URL: www.google.com/adwords
Destination URL: www.trackingurl.com/google123
–> Landing page URL: www.trackingurl.com would not be acceptable

Are sub-domains still acceptable?
Yes, the use of sub-domains and additional text within the display will continue to be acceptable provided the top-level domain matches the URL of your landing page.

For example, display URLs such as the following:

sub.google.com
google.com/extratext
www.google.com/extratext

would all be acceptable for the landing page URL below, as the top-level domain of google.com is matched:

http://sub.google.com/miscellaneous

Recent changes to Google Adwords encourage their advertisers to make any necessary changes to their ads in advance of the April 1st date to ensure that they’ll run without disruption by future disapprovals related to this policy.

Many advertisers have asked Google Adwords team on how to provide more information about the Quality Score for their keywords. Here’s the latest Adwords tools that have recently launched, the Keyword Analysis page.

The new Keyword Analysis page gives you a detailed breakdown of your keyword’s Quality Score and how it might impact your ad’s visibility. Specifically, you’ll learn how keyword quality and landing page quality are performing and receive recommendations for improvement.

From AdWords blog example, let’s say a keyword has a poor Quality Score because your landing page doesn’t relate to your keyword. On the Keyword Analysis page, the adwords tools alert you that your landing page quality is low and provide tips on how to improve it. You’ll also see your Quality Score rating, your minimum bid, and whether your keyword is showing ads.

To launch Keyword Analysis page, click the magnifying glass icon beside any keyword in your account; then click one of the ‘Details and recommendations’ links.

Here’s an example of the Details and recommendations page:

The Conversion Optimizer is a bidding feature that allows you to set a maximum cost-per-acquisition (CPA) instead of a maximum cost-per-click (CPC), helping you save time and maximize profits. Recently, the Adwords team held a series of Conversion Optimizer webinars, which we can watch on YouTube. So, to help us get more out of our Conversion Optimizer campaigns, here’s free adwords secret that has been compiled a list of top tips based on the most common questions the team received from the webinar attendees.

1. A campaign must have 200 or more conversions per month as tracked by AdWords conversion tracking to be eligible for the Conversion Optimizer. Free adwords secret number one, is if none of your campaigns reach this level, check out these tips to increase your conversion numbers.

2. Keep in mind that you the Conversion Optimizer cannot use with a brand new campaign — it needs the conversion history to work correctly.Conversion Optimizer works on a campaign level, not at the account level.

3. Free adwords secret is that normal variations in campaign performance can make it difficult to interpret short-term changes. You can change your bids as often as you like.

4. The Conversion Optimizer works on a maximum CPA, not an average CPA. While we aim to avoid any conversion that costs more than your maximum CPA bid, changes in your conversion rate may cause your average CPA to exceed your maximum CPA.

5. Free adwords secret is that if you choose a CPA lower than the recommended maximum CPA bid, you are likely to get less traffic than you did with your old CPC bids. It’s a good idea to start with this recommendation and adjust based on the results you observe.

6. There’s nothing to stop you from giving the Conversion Optimizer a try. If you choose to opt out of , your campaign will revert to the previous CPC bids you were using.

7. Conversion Optimizer campaigns cannot yet be modified with the AdWords Editor, but we’re aware that this is a common request from our advertisers.

8. Free adwords secret on Conversion Optimizer does not work with Google Analytics conversion data, but it’s fine to use AdWords conversion tracking and Analytics at the same time.

9. The tool does not impact your keywords’ Quality Score, which is calculated in the usual way regardless of the bidding option you are using.

10. It’s best not to turn on the Conversion Optimizer for the first time right after you’ve made major changes to a campaign, as your conversion rate may not have yet stabilized to reflect the updates. Similarly, while you are running the Conversion Optimizer, it’s best to avoid major campaign changes that are likely to impact conversion rate (or to pay careful attention after making them to evaluate their impact).