Display URL and Path Fields are crucial components of Google Search Ads that help advertisers create clear, relevant, and trustworthy ad experiences for users.
The Display URL is the web address that appears in green text below your ad headline. It shows users where they will be directed when they…Display URL and Path Fields are crucial components of Google Search Ads that help advertisers create clear, relevant, and trustworthy ad experiences for users.
The Display URL is the web address that appears in green text below your ad headline. It shows users where they will be directed when they click on your ad. The display URL consists of your website's domain (which is automatically extracted from your final URL) plus optional path fields that you can customize.
Path Fields are two optional text fields that allow you to add descriptive text after your domain name. Each path field can contain up to 15 characters. These paths do not need to match your actual website URL structure - they are meant to give users a clearer idea of what page or content they will find after clicking.
For example, if your domain is www.example.com and you are advertising running shoes, you might set your path fields as "Running" and "Shoes" making your display URL appear as: www.example.com/Running/Shoes
Best practices for using path fields include:
1. Use relevant keywords that match your ad content and landing page topic
2. Keep paths clear and descriptive to set proper expectations
3. Include terms that resonate with your target audience's search intent
4. Capitalize the first letter of each word for better readability
5. Test different path combinations to see which performs best
Effective use of display URLs and path fields can improve your ad's click-through rate by building trust and relevance with potential customers. When users see a display URL that closely matches their search query, they feel more confident that your ad will lead them to the information or products they seek. This alignment between search intent and displayed URL creates a better user experience and can contribute to higher Quality Scores for your campaigns.
Display URL Path Fields: A Complete Guide for Google Ads Search Certification
What Are Display URL Path Fields?
Display URL Path Fields are optional text fields in Google Ads that allow advertisers to customize the URL shown in their search ads. While the actual landing page URL (final URL) determines where users go when they click, the display URL shows users a cleaner, more relevant preview of the destination.
The display URL consists of: • Your website domain (automatically pulled from your final URL) • Up to two optional path fields, each allowing up to 15 characters
Example: Final URL: www.example.com/products/category/item123?utm_source=google Display URL: www.example.com/Running/Shoes
Why Are Display URL Path Fields Important?
1. Improved Relevance: Path fields help users understand what they will find on your landing page before clicking
2. Increased Click-Through Rates: Relevant, keyword-rich paths can boost CTR by reinforcing ad relevance
3. Better User Experience: Clean, readable URLs build trust and set clear expectations
4. Quality Score Impact: Relevant display URLs contribute to better ad relevance, which affects Quality Score
How Display URL Path Fields Work
• The domain is automatically extracted from your final URL and cannot be modified • Path 1 and Path 2 are completely optional and customizable • Paths do not need to match the actual URL structure of your website • You can use path fields to include keywords, product categories, or calls-to-action • Path fields appear after the domain, separated by forward slashes
Best Practices: • Include relevant keywords in your path fields • Keep paths simple and easy to read • Use paths that accurately represent your landing page content • Test different path combinations to optimize performance
Exam Tips: Answering Questions on Display URL and Path Fields
Key Facts to Remember:
1. Character Limits: Each path field allows up to 15 characters
2. Number of Paths: You can use up to 2 path fields
3. Domain Source: The domain comes from your final URL and cannot be changed separately
4. Path Requirements: Path fields are optional, not mandatory
5. Content Flexibility: Paths do not need to match actual website URL structure
Common Exam Question Types:
• Questions about character limits (remember: 15 characters per path) • Questions about the purpose of path fields (relevance, user expectations, CTR) • Questions distinguishing between final URL and display URL • Questions about what can and cannot be customized (domain is fixed, paths are flexible)
Watch Out For:
• Trick questions suggesting you can modify the domain in display URL • Questions mixing up final URL capabilities with display URL limitations • Answer choices that state incorrect character limits
Quick Reference Summary:
• Display URL = Domain + Path 1 + Path 2 • Domain = Automatic from final URL • Path 1 = Optional, 15 characters max • Path 2 = Optional, 15 characters max • Purpose = Show relevant, clean URL to users