Edit your display URLs and destination URLs

For each ad you create, you'll specify a display URL shown to customers with your ad and a destination URL that determines where people are taken when they click your ad. Google's policy is that both URLs be within the same website, meaning that they share the same domain. You can edit these URLs by following the steps below.

Understanding display URLs and destination URLs

The display URL is the website address that's shown in your ad. Your display URL will appear in your ad with the "www." prefix. If your website address begins with a subdomain, your display URL will appear with the subdomain, like "support.google.com." In standard text ads, the display URL appears in green.

Google can only show up to 35 characters of your display URL (or 20 characters for WAP mobile ads). If your display URL is longer, a shortened version will appear with your ad. Your destination URL can include up to 2048 characters.

Example

Example ad

Display URL and destination URL policies

Display URLs should give customers a clear idea of what page they'll arrive at when they click an ad. For this reason, Google's policy is that both display and destination URLs be within the same website. This means the display URL in your ad must match the domain that visitors will land on when they click on your ad. For example, if the website you're advertising is using the domain www.example.com, your ad's display URL must also contain www.example.com. Keep in mind that you have to use the same domain for all the display URLs in your ad group. Learn more about our policies for display URLs or destination URLs.

Example

An ad could use a clean display URL like www.example.com, while using a more specific destination URL like www.example.com/camera_purchase_page.html to link customers to the most relevant page.

The destination URL is the address for the landing page on your website where you'd like to send people after they click your ad. Your destination URL isn't visible in the ad, so you can use it to direct people to a specific page within your site without cluttering your ad.

Example

You can edit the URLs for your ads as needed. For instance, let's say you're the marketing director of the Sunnyvale Aquarium, and you need to customize your ad for your current exhibit. While the display URL for your ads would remain constant (e.g. www.sunnyvaleaquarium.org), your destination URL might change from www.sunnyvaleaquarium.org/jellyfish.html to www.sunnyvaleaquarium.org/humboldt_squid.html, depending on what's currently showing.

Editing your URLs

You can edit your display URL or destination URL at any time. Follow the steps below whether you'd like to edit your URLs manually or in bulk.

Note

Be aware that changing your display URL or destination URL will remove the original ad and create a new ad version. Changing your ad text, modifying the content of your ad, or moving your ad to another ad group will have the same effect. The new ad's statistics will be reset to zero. Note that it isn't possible to resume an ad once you've removed it.

How to edit your URLs manually

Here's how to edit the display URL or destination URL for an individual ad:

  1. Sign in to your AdWords account at https://adwords.google.com .
  2. Click the Campaigns tab.
  3. Click the Ads tab.
  4. To edit your ad, click on its ad text -- not the headline, which takes you to the landing page -- or the pencil icon Pencil Icon that will appear next to it. Edit your ad
  5. Make your changes in the window that appears. Edit your ad popup
  6. Click Save.
Try it out

How to edit your URLs in bulk

Here's how to edit the display URLs or destination URLs for multiple ads at once:

  1. Sign in to your AdWords account at https://adwords.google.com.
  2. Click the Campaigns tab.
  3. Click the Ads tab.
  4. Check the box next to any ads you want to edit. You can also select all ads by checking the box in the menu bar.
  5. Click Edit, then choose Change text ads....
  6. In the window that appears, you can find and replace, add, set or change the case of your display or destination URLs. See ad bulk edit options
  7. Click Preview changes to see what your edits will look like, or click Make changes to edit your selected ads.

Tip

For mobile-optimized ads, consider editing the ad's destination URL so that it directs people to a landing page with content that's tailored for mobile devices. For example, you might want to make sure the text and images on your landing page can easily be viewed on a small screen. Learn more about creating an effective mobile site.

Using keyword destination URLs

Use keyword destination URLs to take potential customers to specific webpages on your site. Keyword-specific destination URLs can help you improve the relevance of your ad. Let's say you want your ad to take potential customers to the webpage for a specific product that you sell, like athletic shoes. You can go to the Keywords tab, enable the "Dest. URL" column in your AdWords statistics table, and then add a destination URL to the keywords associated with athletic shoes. Note that keyword destination URLs can include up to 2048 characters.

How to add or edit your keyword destination URLs

Here's how to enable your "Dest. URL" column and then add or edit your destination URLs:

  1. Sign in to your AdWords account at https://adwords.google.com .
  2. Click the Campaigns tab.
    • "Search Network only," "Search Network with Display Select," or "Search and Display Networks": Go to the Keywords tab.
    • "Display Network only": Go to the Display Network tab, then to the Display Keywords tab.
  3. Click the Columns button above the statistics table. Columns button
  4. Click the Attributes link, then click the Add link next to Dest. URL. Attributes link
  5. Click Save.

Once you've enabled your "Dest. URL" column, you can add specific destination URLs to individual keywords in the statistics table. Here's how:

  1. To make changes to the destination URLs of individual keywords, click the area in the “Dest. URL” column for that keyword. If you want to make changes to the destination URLs of multiple keywords at once, check the boxes next to those keywords, then from the Edit menu, select Change destination URL....
  2. Enter your URL and click Save.

Note

For ads in the Display Network, you can also change the destination URLs for multiple topics, placements, audiences, genders or age groups. To change destination URLs in bulk, go to the tab of the targeting method you want to change, select the boxes next to those targeting methods, then choose Edit destination URL... from the Edit drop-down menu.

Tip

If your keyword is eligible to trigger a mobile-optimized ad, consider adding a special tag known as a URL parameter to the keyword's destination URL: {device}. Then, you can redirect your keyword destination URLs to a landing page that's optimized for mobile devices. Learn more about using the {device} parameter.

Destination URLs and the Display Network

For your Display Network campaigns, you can add a destination URL for a particular managed placement, age, gender, topic, interest category, remarketing list, keyword, or ad.

AdWords will use the destination URL from the targeting method that you've enabled custom bids for. If you haven't provided a URL for this targeting method, we'll use the ad's destination URL.

Example

Let's say you've added a destination URL for your ad and managed placement, and you've set a placement-specific bid for your managed placement like the following:

Method used to serve impression Destination URL Bid type
Managed placement www.example.com/flowers_tulips.html Custom bid
Ad www.example.com/garden_tools.html Default ad group bid

In this example, AdWords will use your managed placement destination URL when the impression is served because you've enabled custom bids for managed placements.

Next steps