Earlier in May, the Inside AdWords team in Google came up with a brand new feature for AdWords. From now on, for select top placement ads, the display URL will appear alongside the keywords in the headline.
For example, in the past the Ad would read
whereas today it displays
This is great news for increasing awareness of your brand as it gives reassurance to your current customers and increases future recognition from prospective customers. What’s more it also leaves more room in the headline to focus on the promotion.
With a higher prominence for the domain, it also means you can create a bigger impact with your URL. With a .ie domain you immeadiately identify your Irish heritage up front.
The additional emphasis given to the display URL complements other evidence from Google experiments that standardising the display of the URL in lower case improves user metrics including clickthrough rates.