Quite often, even the slightest changes to your PPC ads can have a dramatic effect on your click-through rate (CTR) and overall performance of your campaigns.  Testing your display URL is one of the easiest ways to increase your click through rate because you will use the same headline and description in your ads and you will only have to test the way your website address is displayed.  Your display URL is the website address that people searching will see displayed in your ad.

The amazing part of your display URL is how much of an impact it can actually have on your ads’ performance.  I have personally seen increases of several percentage points by simply testing various display URLs.

8 PPC Display URL Variations to Test

In this example we’re going to look at the different ways (it’s surprising how many there are) of how you can display your website address in PPC campaigns:

• YourDomain.com
• yourdomain.com
• YourDomain.com/Page
• yourdomain.com/page
• www.YourDomain.com
• www.yourdomain.com
• www.yourdomain.com/Page
• www.YourDomain.com/Page

What you are testing

In the above examples you want to test the difference between capitalization and lowercase letters, adding a www in front of your website address, and adding a page on the end of your domain name.  Typically, I use a page as opposed to a keyword because I believe there are people who will copy and paste your address from your ad (I am one of those people) so the address still works when pasted into a browser’s address bar.