Will Google penalize a text ad if the display URL goes nowhere?

[VanguardCommunications]

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.

[JasmineA]

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.Stuff

for URLS that looked like this::

domain.com/20141231/31/nerwal-things/keyword-never-in-the-url
domain.com/stuff/cart/keyword
whyasubdomain.domain.com

So 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

[VanguardCommunications]

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.

[ahsan88]

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!

[Felip3]

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:

1. Click the Campaigns tab at the top.
2. Select the Keywords tab.
3. 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.