The keys to URLs in Google Adwords

Destination URLs are those that, by definition, take us to a specific website when we click on them.

Within Google AdWords we find the possibility of giving them a more in-depth use.

There are destination URLs and visible URLs.

Destination URLs, as we've already explained, are the links that will take us to the website we want to promote. These URLs aren't the ones users will see in the ads, but they must meet the following requirements:

- They must have a maximum of 1,024 characters

- They must link to a page that works correctly

- You cannot link to a website that is under construction.

- Must link to a website programmed in HTML

Visible URLs in Google AdWords are those that users see in the ads we show them. We can also get profit from this, but they must meet certain requirements:

- Have a maximum of 35 characters.

- They must contain the domain of the site we are promoting

- They must include the domain extension, “.com”, “net”, etc.

- They must comply with the Google AdWords editorial policy. Now we can see where to take advantage: Once we've entered the domain in the ad, we'll still have excess characters in the ad, something we need to capitalize on. The best practice for this is to include the domain followed by a slash (/) and a descriptive word for the site where the ad links.

But if this seems like too little, we can still take it one step further and leverage that word in a site so important that the term becomes a keyword on our list. This will give us a higher quality score while significantly improving the CTR, given that the user will be very receptive to this ad.

In other posts, we'll look at how to incorporate keywords into ads and why.