New Adwords Policy – Ad Group Display URL’s

February 24, 2009

 

Google will be implementing a new change to their display
URL policy during the week of February 24th.  In an effort to provide “more relevant
results and a high quality experience for our users”, all display URLs within
an ad group must have the same top-level domain – with no
exceptions.  Google has listed the
following example:

————————————————————————————————————————

Allowed
www.example.com
www.widgets.example.com
www.example.com/widgets/redwidgets/
www.example.com/index.html

·
Because the top-level domain
remains constant, all URLs would be allowed to remain unchanged. 

Not Allowed

www.example.com

www.example.widgets.com

————————————————————————————————————————

·
The top
level of this URL has changed from “example” to “widgets”.  This will cause the ads to be disapproved if
left unchanged

What does this mean for my campaigns?  What actions do I need to take and how
difficult will it be?  If you are an
advertiser and are utilizing a 3rd party vendor to manage your paid
search accounts – you don’t have to do anything.  You just have to make sure they are aware of
the policy change and verify they are taking the necessary steps to update your
ads.

If you are handling your paid search account on your own,
these changes can easily be made in Adwords Editor.  You have 2 choices:

1)      1.  Update all display URL’s in an ad group

·
Select an ad group in editor and click on the
“Ads” tab.  From there, you can update
the display URLs in bulk.

2)
2.  Create new ad groups

·
If you want to keep the display URLs in their
current state, but they violate the new policy, you can create a new ad group
and shift your keywords and ads

If
your account is structured properly, this change shouldn’t be that much of an
issue.  Changes like these highlight the
importance of a more granular campaign and ad group structure, which gives you
the ability to target your reporting and optimizations.

Written by Dennis Hayes (dennis.hayes at channeladvisor dot com)