Display URL

Why have this policy?

We want users to have a clear idea of what website they'll be taken to when they click your ad.

If you click an interesting ad for TravelingDog.net, it could be confusing to suddenly end up on some other website, and might even feel like you were tricked. That's why your ad's URLs need to represent the same website.

What's the policy?

The display URL is the website address that's displayed in your ad. In standard text ads, the display URL appears in green:

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adwords.google.com        <--- Display URL
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The display URL in your ad must match the domain where users will land when they click on your ad. For example, if the website you're advertising is using the domain "example.com," your ad's display URL must also contain "example.com."

What's a domain? It's the core part of a website's URL address. For example, for both "support.google.com/adwords" and "www.google.com/adwords," the domain is "google.com."

We've created this policy to give users a clear idea of what website they'll be taken to when they click on your ad.

Requirements

Match the domain of your landing page

  • The domain of your display URL must match the domain of your landing page URL (after any redirects). Same URL on Ad an LP
  • If your site is hosted on a domain that hosts other independent entities, include both the domain and path, so that it uniquely identifies your site from all the other sites on that domain. For example, many people have websites on blogspot.com. Instead of just using "blogspot.com" as your display URL, you should use "mysite.blogspot.com" instead.
  • Redirects used for tracking purposes are allowed as long as the final landing page has the same domain as the display URL.

Use only one website per ad group

  • We allow only one display URL domain to be used for all ads within a particular ad group. In other words, all display URLs within an ad group need to be hosted in the same site, even the URLs for your paused ads. If you want to advertise a different site, we suggest that you create a new campaign or a new ad group.
Illustrating one domain per ad group

Character limits

  • Google can show up to 35 characters of your display URL due to limited space. For languages that use double-width characters, like Chinese (simplified or traditional), Japanese, or Korean, we can show up to 17 characters of your display URL.
  • If your display URL is longer than 35 characters, it will be shortened automatically when your ad is displayed. Learn more about our character limit policies.

Other requirements

  • IP addresses cannot be used as display URLs.

Note: We currently have a small list of exceptions for certain shopping platforms, pharmaceutical terms, resellers, and domains with inappropriate language. Learn more about display URLs for proxy pages.

Examples

In the table below, "display URL" refers to the URL that users see in the ad and "landing page" refers to the final landing page where users end up after clicking on the ad.

Ad's URLs Acceptable?
Display URL: google.com
Landing page: google.com
Acceptable
The ad's display URL and landing page URL both use the domain "google.com."
Display URL: google.com
Landing page: google.com/adwords
Acceptable
The ad's display URL and landing page URL both use the domain "google.com."
Display URL: example.com
Landing page: google.com
Not acceptable
The domain in the ad's display URL doesn't match the domain in the landing page URL.
Display URL: google.com
Landing page: google.co.uk
Not acceptable
These domains do not match because one includes the country-specific category ".co.uk" while the other uses ".com."
Display URL: example.com
Landing page: subdomain.example.com
Acceptable
The ad's display URL can be just the domain ("example.com") if clicking it takes users to a subdomain of example.com.
Display URL: example.com
Landing page: blogpost.com/example
Not acceptable
If your site is hosted on a domain that hosts other independent entities, include both the domain ("blogpost.com")and path ("/example"), so that it uniquely identifies your site from all the other sites on that domain.
Display URL: 123.45.678.90
Landing page: 123.45.678.90
Not acceptable
IP addresses are not allowed in the display URL field.

What can I do if my ad gets disapproved?

If your ad gets disapproved for violating this policy, try reviewing the following tips to help resolve your issue:

Disapproval reason What do I do now?
One display URL domain per ad group

In this ad group, there's more than one top-level domain in your ad's display URLs or keyword URLs.
Edit your ads so that all display URLs and keyword URLs have the same domain, or delete ads/keywords within that ad group that have a different domain. Once you've made any necessary changes, you can then resubmit your ad for review, following the instructions in the section below.
Inaccurate display URL

The display URL in your ad doesn't match the destination URL (after any redirects).
Edit your ad so that the domain of your display URL matches the domain of your landing page URL (after any redirects). Once you've made any necessary changes, you can then resubmit your ad for review, following the instructions in the section below.

Keyword URLs: Your ad may get disapproved because your keyword-level destination URLs do not match the domain of your display URL. To get your ads approved, edit your keyword URL so that its domain matches that of your display URL.

Proxy display URLs: Certain shopping platforms, pharmaceutical terms, resellers, and domains with inappropriate language can request an exception to this policy.

Tip: Your disapproval email shows you the domain that your ad pointed to at the time of review. You can also use Webmaster Tools to check the final landing page of your destination URL to make sure that the resulting domain matches the domain of your display URL.

How do I resubmit my ad for review?

Once you've made the necessary changes to your ad or site, you can resubmit it to us by following these steps:

  1. Visit your account's Ads tab.
  2. In the Status column, hover over the white speech bubble Ad disapproval bubble next to the word "Disapproved."
  3. Click "Resubmit my campaign for review." (If you don't see this link, follow these instructions to resubmit the ad.)
  4. Follow the instructions to resubmit the disapproved ads in that campaign.

Our AdWords specialists will then review your site to confirm that you corrected the policy issue. The Status column will soon reflect the change in approval status – it will change from "Disapproved" to "Eligible" or "Under review." We review most ads within 1 business day. Some reviews may take longer because some ads require more complex review.

What happens if I violate this policy?

  • Ad disapproval: Ads that don't follow this policy may get disapproved. A disapproved ad won't be able to run until the policy violation is fixed and the ad is approved.
  • Domain disabling: We may suspend websites that violate this policy, meaning that the website can no longer be advertised with AdWords until the problem is fixed.
  • Account suspension: An account may get suspended if you have several violations or a serious violation. If this happens, all ads in the suspended account will stop running, and we may no longer accept advertising from you. Any related accounts may also get permanently suspended and your new accounts may get automatically suspended at setup. Learn more about suspended accounts.

Contact information

If you still have questions about this policy, you can contact us via the link below. You'll be taken to a form where you can write to us about your issue.
Contact AdWords Support