When you create an ad, you specify two URLs: a display URL and a landing page URL. With two URLs, you can show a simple, easy-to-read URL in your ad that directs to your website, but also define a more specific URL where you can include rich information like tracking. This article explains the different types of URLs you choose for your ads, as well as some rules for each.
Display URLs
The display URL is the website address that's shown in your ad. In text ads that appear in Google Search results, the display URL appears in green, next to the "Ad" icon. Here’s an example:
Eco-Friendly Alaska Tours - Book Now For 10% Off!
Ad www.example.com
Our Guides Know and Love Alaska! Summer Special
Running Now. Book Today!
Your display URL is the combination of the domain (and, where applicable, the subdomain) of your website and the text in your “Path” fields.
Landing page URLs
Advertisers use a landing page URL to send people to a specific area of their website.
Your landing page URL can have two components:
- Final URL (required): The URL address of the page in your website that people reach when they click your ad. This URL should contain any URL parameters your site uses to determine the content of a page. On advertising platforms other than Google Ads, this URL should also contain any URL parameters that your site uses for tracking purposes.
- Final URL suffix (optional, Google Ads only): Contains URL parameters that your site uses for tracking purposes. Search Ads 360 and some other tracking services require an additional URL called a tracking URL. Tracking URLs and any URL parameters needed by the tracking service should be added to a tracking template, not to the final URL or final URL suffix.
URL policies
Your ads’ 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 landing page URLs in Google Ads accounts should be within the same website. This means that the display URL in your ad needs to match the domain that visitors land on when they click on your ad.
Example
If your display URL is www.ads.google.com, your landing page URL can be www.ads.google.com/Google Ads, because the domain (google.com) of the display URL matches the domain of the landing page URL. Keep in mind that you have to use the same domain for all the URLs in your ad group.