Google AdWords Display URL Changes
January 27, 2011
Recently, Google announced that they were going to be updating the way the display url is shown to users of their site. Based on their own testing, Google has determined that by standardizing the capitalization of the display url’s subdomain and domain portions (sub-directory seems to retain its existing case) to lowercase, among other things, the ad click through rates increase.
This development has now been rolled out to most/all(?) users.
So, should you care about this change? Well, yes and no. There isn’t anything advertisers can do about it, so in that sense, why bother with it. On the other hand, this change will likely have an impact on ad CTR’s and as a result, you should be prepared to do more display URL testing.
Google tests, we test, test – test – test.
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