Will Google penalize a text ad if the display URL goes nowhere?
-
Today I had a colleague ask me if Google Adwords will penalize text ads that have display URLs that land on 404 pages. I fully understand the policy that the domains in display URLs and destination URLs have to match up or Google will disapprove the text ad. However if the display url contains the proper domain (and a target keyword phrase for a file folder) will Google penalize the text ad quality score if the display URL lands on a 404? I had trouble finding specific evidence for this.
-
Just to be clear, when you say display and destination urls need to match -- you're referring to the domain correct? There is no rule that says display URLs & Destination URLs need to be the same other than the domain.
For instance, I have made ads that have the following display URLS:
Thing.Domain.com/KeyWord-Thing
domain.com/Keyword
domain.com/Thing.Keyword.Stufffor URLS that looked like this::
domain.com/20141231/31/nerwal-things/keyword-never-in-the-url
domain.com/stuff/cart/keyword
whyasubdomain.domain.comSo there is definitely no correlation on the Google side about keeping display URLs and Destination URLs the same beyond domain.com
Also, as far as QS goes -- Google wants you to have the best CTR you can get and suggests regularly to try testing different display URL sequences and words with each adgroup (assuming you have very well segmented adgroups). So yes, your Display URL will impact your QS, so test some changes
-
so just to be clear, this is the display URL I'm talking about not the actual destination URL. The destination URL is working fine.
-
I am no expert when it comes to paid ads but one thing I am sure is that Google will turn down your ad if the display URL will land to a 404 page and the reason is because it hurts the user experience of the people who are clicking on that ad which also increases the frustration level.
One of the reasons why Google encourages people not to have a 404 page on their website (when SEOing your website) is the same, they want visitors to have a smooth user experience!
Adding my 2 cents!
-
No. Display url are just for "display".
Google adwords will calculate your quality score based on your destination URL. Therefor if you destination URL is a 404 page you quality score will be affect.
Your quality score has a direct effect in how much you per click. (check this image http://www.wordstream.com/images/quality-score-cpc-savings.jpg)
You can check your current quality score by:
- Click the Campaigns tab at the top.
- Select the Keywords tab.
- Look for the **Qual. score **column in the statistics table. If you don't see this column in your table, you can add this column by doing the following:
- Click the Columns drop-down menu in the toolbar above the statistics table.
- Select Customize columns.
- Select Attributes.
- Click Add next to Qual. score.
- Click Save.
I hope it helps.
Got a burning SEO question?
Subscribe to Moz Pro to gain full access to Q&A, answer questions, and ask your own.
Browse Questions
Explore more categories
-
Moz Tools
Chat with the community about the Moz tools.
-
SEO Tactics
Discuss the SEO process with fellow marketers
-
Community
Discuss industry events, jobs, and news!
-
Digital Marketing
Chat about tactics outside of SEO
-
Research & Trends
Dive into research and trends in the search industry.
-
Support
Connect on product support and feature requests.
Related Questions
-
Unsolved Google Ads - Subdomain on Sitelinks & Composition Change for Strategy Status
I have a basic query but could not find a definite answer on the internet. I am currently running a campaign for the main website of a big education brand and they also have a secondary learning website on subdomain, and I want to add sitelinks of subdomain to the campaign, but I am not sure whether it is allowed or not. The brand I am running ads for is https://www.rauias.com/ and the secondary website is https://compass.rauias.com/ branded slightly different in a subdomain, so should I add the sitelinks of Compass to the main campaign? Also one more silly question My Max Conversion search campaign gave me this status today. "Learning (composition change): Campaigns have been added to or removed from the bid strategy. Google Ads is now adjusting to optimize bids. 5 days left for learning" What does this mean exactly? And Why does it reenter the learning phase whenever I make a small change?
Paid Search Marketing | | rauoff0 -
Google Adwords Clicks not registering properly???
Hello Moz World, I am running a Google Adwords campaign utilizing Google Search and Search Partners only. These are traditional text ads. When I look at the analytics through Google Adwords, I am seeing 60 clicks. Great! However, when I look through the keywords in the ad groups, none of my keywords are registering clicks. I also checked search terms under the keyword tab, and no keywords are populating. Where are my ads being clicked, and how can I view information on these clicks. This is a relatively new campaign, and I am still trying to figure out if I am targeting the right keywords. Thanks ahead of time for all the great responses! B/R Will H.
Paid Search Marketing | | MarketingChimp100 -
Google Account verification requires phone number - too many clients!
Hello, all! I like to create a Google Account for my smaller clients, so that I can associate Analytics, AdWords, GMB, etc. all with the same account. Problem: I've used my phone number too many times, so I can't get the new account verified. I've also used all three of the other phones in our family. 🙂 I tried using the "Burner" iPhone app to create a new number, but apparently the all-knowing Google even has info on phone numbers, as it returned "This phone number cannot be used for verification." I'm sure that there's an obvious solution out there - who among you has found it, and is willing to share?! 🙂
Paid Search Marketing | | measurableROI0 -
What is the best way to update Adwords final URLs if I'm moving to a new CMS?
Hi there - One of my clients is redeveloping its website. That means, the domain is remaining the same, but the whole site is being rebuilt in wordpress so all the adwords final URLs need to change OR be redirected. There are 550 live adgroups and 3400 ads. We haven't set up tracking. I can't find anywhere what the best thing to do is in this case. The key issues seem to be: 1. 301 redirects - given we have to do these anyway as part of migration, this seems to be the easiest path as Google is ok about redirects as long as they don't go to a different domain. From what I'm hearing, you don't get adversely impacted in terms of quality score etc. This has the huge advantage that you don't have to edit the ad therefore no loss of statistical history or risk of downtime whilst you wait for approval. HOWEVER, there is some concern that if you then redirected again IN THE FUTURE, the redirect might not work (in some browsers) or cause a loop. I'm also concerned that it's messy to leave it like that (ie: with the wrong URLs throughout). 2. Buik updating ads - I don't think this is an option as if you bulk download and then reupload, Google will see this as a new ad, and delete all the statistical history - I'm also concerned that that WOULD impact quality score as you'd be starting from scratch! 3. Changing each ad individually - as far as I understand you'd have to create copies of all the ads (so that you keep the history of the old ones) and effectively create new ones with the correct URL - one by one. You end up with a messy account (a lot of paused ads) but you keep the history? This is obviously the most time consuming and I can't see a way of avoiding ads having to go in for approval again, given the urls are all different, so you'd have to do this a an ad level, not an adgroup/campaign level etc. People redevelop their websites (without changing domains) all the time. It seems strange that no one is mentioning this problem! Any ideas?! Many thanks
Paid Search Marketing | | catalystmdc0 -
Google Shopping Campaigns
We have noticed a noticable (typo correction) drop in Adword sales since switching to the new Google Shopping Campaigns in Google Adwords. I have just posted a comment to a Fellow Mozzer on here, as this reflects in his question too. Has anyone else noticed this?
Paid Search Marketing | | BruceA0 -
Increasing Google Ad spend - is it worth it
Hi We are currently spending approx £500 pcm on google ad words however if I increased this spend to £4000 pcm what kind of results would this achieve? For example would it just be more visits per day as the budget is larger? Also what is the best way to track the success of an adwords campaign - the ultimate goal of the campaign would be to generate a lead whether this be a phone call, email or using our book an appointment form. Our service covers a geographical area (Scotland) and for organic search we are doing well 1st pages listings for searches such as pvc doors edinburgh etc so I am unsure whether it's worth increasing my PPC spend or put more resource into SEO, or even Facebook ads?
Paid Search Marketing | | ocelot0 -
Best blog for tips on Product Listing ads
I am looking for the best blogs on Product listing ads and paid Google adwords. Let me know what you guys have for these Thanks!
Paid Search Marketing | | Gordian0 -
What is the definition of 'Paid links' for Google ?
Many high authority sites are doing paid text linking and linking sites through 'Sponosred linking' sections, But, Google does not seem to be bothered. Just because they are already ruling the industry. Sponsored links are obviously not natural, they are absolutely paid, still Google is giving them priority that is why only people are paying huge for them. Please go through the website http://goo.gl/tgfH and see "Sponored link" section So, What actually Google considers as paid link? nNolr nNolr
Paid Search Marketing | | koamit0