February 7, 2023

Using URL in PPC Ads

Good Morning ,
Last time we talked about the basics of your PPC ads and how to determine your core benefits and develop a killer call to action.
Now I would like to go over making full use of the URL pathways. With Expanded Text Ads you have two 15-character URL pathways to use rather than only one. You should continue creating a keyword-rich display URL such as domain.com/search-term.
If your keyword fits in a single pathway, you can use the other pathway to convey

  • An additional related keyword or keywords
  • A secondary call to action
  • Your USP

Think about what makes the most sense in the context of your campaign. Subtle changes in your ad can work to improve your Quality Scores and lower your average Cost per Click.
Next time: Writing the description.
Till next time,

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