Every ad contains a URL displaying your website address. You can add two optional path fields to the display URL in a text ad. What's an advantage of using these optional path fields?
To match an appropriate landing page with the search term that triggered the ad
To allow the Google Ads system to anticipate what content is present on the landing page
To give users an idea of the content they'll see upon clicking the ad
To give users more options over which landing page they want to navigate to
Explanation
Analysis of Correct Answer(s)
- The main advantage of using optional path fields is to provide users with a clearer indication of the landing page's content before they click. For example, a display URL like
www.examplestore.com/Shoes/Mensimmediately tells a user that the link will lead to a page specifically for men's shoes. This manages user expectations, increases the ad's perceived relevance, and can lead to a higher click-through rate (CTR) from more qualified potential customers. The text in these fields is for display purposes only and doesn't have to match the actual URL structure of your website.
Analysis of Incorrect Options
- "To allow the Google Ads system to anticipate what content is present on the landing page": This is incorrect. The Google Ads system crawls and analyzes the Final URL, not the customizable path fields of the display URL, to determine landing page relevance and quality.
- "To give users more options over which landing page they want to navigate to": The path fields are purely descriptive text. The entire ad links to a single Final URL and does not provide multiple navigation choices.
- "To match an appropriate landing page with the search term that triggered the ad": This is the function of the Final URL itself, which you set at the ad or keyword level. The display path's role is to describe that destination to the user, not to perform the matching function.