Display URL basics, trademark and editorial concerns, quality scores, and answers to questions about whether you might need the "www" in the URL string are some of the topics Brad Geddes covers in
this post. "The display URL is also a prime candidate for ad testing," he writes. "A good display URL can increase your click through rate, increase your conversion rate, and improve your quality
score which in turn, causes your ad to show higher in the search results or lets you pay less for your current clicks."
Geddes explains how the URL can become a quality score metric.
The lengthy post also provides visual examples of testing display URL signals and provides insight into whether it's a good idea to use a /folder after the display URL.
Read the whole story at Search Engine Land »