The Clickable Search Engine Marketing Blog

Google just announced a new policy about display URLs that will go into effect this week. As Emel Mutlu has explained on the Inside AdWords blog, Google has “made the decision to disallow multiple display URL domains within a single ad group. Going forward, all display URLs within an ad group must have the same top-level domain.” In other words, URLs like app.clickable.com and www.clickable.com/university can be in the same ad group, but www.clickable.com and www.google.com cannot.

Google has said that they’ve done this to provide more relevant results for their users, and the new policy is consistent with best practices we’ve described on this blog before. As Ehren wrote in a post about determining how many ad groups you need, “A good rule of thumb is that for every distinct landing page that you want to use, you should have a separate ad group that contains keywords and ads that are specific to that page.” Having distinct ad groups for each landing page is a great way to ensure a closer alignment between your keywords, your ads and your Website copy—it’s a great way to improve your Quality Score. The new rule simply makes a best practice into a requirement.

This is a change to Google’s policy rather than Clickable’s, but we’re working hard to ensure that you can quickly and painlessly make any required updates. We’re analyzing our customer accounts to see who’s affected, and we’ll be sure to reach out to anybody who needs to create some additional ad groups. In addition, our April release will incorporate these policy changes; any ad groups you create within Clickable will conform to Google’s new rule.

Of course, if you need additional help, you can contact us through “Live Help,” email support@clickable.com, or call us toll-free at 877-775-6699.

The new rule simply makes a best practice into a requirement.

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