Google Changes AdWords URL Policy

Changes To Be Implemented Soon

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Google AdWordsGoogle is implementing a change in its URL policy for AdWords. Starting the week of February 24, all display URLs within an ad group must have the same top-level domain.

"In an effort to provide more relevant results and a high quality experience for our users, we’ve made the decision to disallow multiple display URL domains within a single ad group," explains Emel Mutlu of the Inside AdWords Crew.

The following are acceptable for an ad group:

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

These ones are not:

– www.example.com
– www.example.widgets.com

"While we understand there are legitimate use-cases for multiple display URL domains within one ad group, we ask that you use separate ad groups for each domain," says Mutlu. "This will not only provide a better user experience for your potential customers, but will also allow you to better organize and track the various domains within your AdWords account."

The change to the policy applies to ALL advertisers. Google encourages users to make sure their groups are set up properly before the 24th comes, and notes that display URLs must match the URLs of their respective landing pages.

Google Changes AdWords URL Policy
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  • http://www.endlessmeds.com Flyinjs

    As you can see from the above examples Subdomains are allowed. Your example would certainly be allowed if your top domain was ‘tophotels.com’ in the URL “locations.tophotels.com”

  • http://texxsmith.com texxs

    I must be missing some info or something because this move doesn’t make any sense or seem to fill any need.

  • http://homeproud.blogspot.com Yvette Kelly

    Can anyone out there enlighten me as to why this change was necessary?I cannot work out how this was being abused.Also why give the option of a display url if it has to be the same as the destination url.Or is this option going to be removed now?

  • http://gunshell.com Gun Shell

    I think in the long run this will be better.

  • http://www.budurl.com/vvbp Rahul

    Thanks for this quick note. It is going to take a lot of time to setup all the ads again.

  • http://www.openeyemarketing.co.uk Pay per click man

    Unless ive skim read this too fast (likely!) this has been in place since last year? Or maybe us in the UK actually got a beta development ahead of the US?!

    • http://www.pr-interactive.com florida web design

      yah i think they did this a while back.

      Peter Roesler owner of a Florida Web Design Company

  • http://www.earringsforever.com EarRings

    I must be missing something but I don’t see how this could be relevant to google or us other than organizing.

  • Israel

    So far, despite considerable searching, all I can find is this same, vague explanation of this “New Policy Change” using the poorest of ‘examples’ (no pun intended -;) ).

    We need the obvious addressed. No wonder so many are confused by this!

    I, like many, want to know how this will affect the classic, most useful method of split-testing ads to see which converts better.

    Leave sub-domains out of the picture for a moment.

    I own Example.com and Widgets.com – two distinct top level domains. Within the same AdGroup, I’ve often rotated both ads using the same set of keywords because what I believe *might* be my better laid out Widgets.com *may* turn out to be a better converter for the same set of keywords.

    Google doesn’t want those same relevant keywords spread out among different AdGroups and neither do I. Historically, that has worked out poorly.

    No ‘black hat’ here. The searchers are still being taken to exactly what they searched for on either site — just to a possibly more attractive format that *may* benefit the searcher, my business and AdWords in the end.

    What sin am I committing with this practice? Am I indeed affected by this ‘improvement’?

    This doesn’t involve Display URLS. Yes, they will be different within that AdGroup, but they will agree with their respective Destination URLs as they always have.

    Why is there no use of the term Destination URL in this poorly worded description of the policy change?

    It makes all the difference in the world with regard to what their intent is.

    Sure I could do this split testing on the same top level domain — with a lot of reworking of established sites!

    Please, Google, make it clear.


  • http://www.onlinebathrooms.com Guest

    As stated above, this has been operational for quite a while now (at least here in the UK). I don’t see what the problem is. As long as you’re Adwords policy is not to advertise a link to one domain but actually send the visitor to a different domain then this shouldn’t be a problem for anyone.

  • http://www.curehemroids.com/ Hemroids

    I wonder why Google did not till this to me.

  • http://www.candy-buffets.co.uk/ candy buffets

    I cant see the problem unless you are trying to misslead people, if all your ads are genuine there should be no problem here?

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