A policy adjustment for URL’s in Adwords could see many users and PPC agencies forced to adjust their adverts or face disapproval.
Announced on the Google’s Inside Adwords blog, the company has decided to tighten up its policies for display and destination URL’s on the Adwords service. A member of the Inside Adwords crew has said that “beginning this week, all ads leading to sites on hosted domains will need to have display URL’s that accurately reflect their destinations”.
This change is aimed at adverts for sites that “sit on shared or hosted domains”, such as blogspot.com. From now the URL that appears in the ad itself – the display URL – will need to reflect the specific destination on the hosted site.
“Going forward, ads that don’t include this information in their display URL’s will be disapproved” writes the Google spokesperson. “A suggested display URL will be provided in the disapproval email notification, but we encourage you to proactively adjust any ads that you think might be affected by this change”.
According to the updated text on the Adwords help centre, this step has been taken “so that users will know which site they’ll be taken to when they click on your ad”. The page suggests to get approval for URL’s to domains “that provide a service to many independent entities”, all that is needed is to provide a display URL path “sufficient to identify your company’s site from all the other sites hosted by that domain”.
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