Google rewards you for having a URL that closely matches your keyword. This will give you a higher quality score and the keyword will be in bold font in the ad. So, you can drop the www and add a sub domain in your display url. For example, if my keyword was Amway, my display url might be TurnkeyMarketingOnline.com/Amway
This allows me to pop in “Amway” one more time for relevance and to please the Gods of Google.
Let’s say your keyword phrase was “mortgage classes” in a campaign called “Real Estate”
Your destination URL could be…
http://turnkeymarketingonline.com/?site=MortgagePro&t=RealEstate-mortgageclasses
and the display URL could be…
Mortgage.TurnkeyMarketingOnline.com
or
TurnkeyMarketingOnline.com/Mortgage
or
TurnkeyMarketingOnline.com/MortgageClasses (it depends if you have enough characters to fit this in [35max] … that’s one reason to leave the www off)
Don’t forget to capitalize letters in your display URL to make it more readable. According to studies, when people scan the ads, the headline is the first thing they look at, the URL is the second and the body of the ad the last. Most people forget to make the URL look good.
So my disply url would read like this … TurnkeyMarketingOnline.com.
Not like this … turnkeymarketingonline.com.
See how the first one is easier to read because the capital letters differentiate and highlight each individual word.
Placing the keyword into the various parts of the ad can be a very laborious task. The first way is to use Google’s Dynamic Keyword Insertion (DKI) options. The word on the street, however, is that Google will penalize you for using this. Too many people have written generic ads and used huge keyword lists to spam adwords.
So the solution is to use a tool to merge your keywords with your ads and build your campaign. I use Excel, in combination with Adwords Editor.
CCPro member Dave Perry suggests a free tool … http://oooff.com/scripts/adwordsCampaignBuilder/demo/ (you would need to use this in conjunction with Google Adwords Editor).
Dave suggests the best commercial tool out there is Speed PPC www.speedppc.com. It is expensive, I don’t own it but all the reviews are excellent.
