Random Web Marketing Tip – Maximize Your PPC Display URLs

If you’re running PPC Ads for your school, or your marketing agency is, take a look at the URLs that display in your ads. You may find that often times, there are opportunities to improve them and/or test different versions.

The display URLs of PPC ads are one of their most under-utilized elements, and can present an opportunity to include an additional keyword, further qualifying a click and potential lead.

Here are the basic components of a PPC ad:

While the URL needs to contain the same domain as the landing page, it can be modified slightly to include additional words and even dashes. For example, if you are running ads for your massage therapy program to www.awesomecareercollege.edu, you can remove the “www.” (since the domain is still the same). This will give you some extra space at the end to add an additional keyword related to the program.

Assuming you are running well-structured PPC campaigns (which we can help with), and are optimizing your ads in other ways (which we can also help with) a more keyword-rich display URL should help further qualify clicks and get more potential students to your landing pages, resulting in more leads.