It’s fairly well-known now that the Display URL can have a very large impact on your ad’s CTR. Google recently instituted a new rule that requires the display URL to match the destination URL (at the root, you can still have tracking variables and such appended to your destination URL). This has changed the landscape slightly. Keep things simple and learn these best practices:
Capitalization – showing www.makeyourmoneyonline is not nearly effective as www.MakeYourMoneyOnline.com
SubDomains – showing [Keyword].YourDomain.com is a bit more effective than YourDomain.com/Keyword
WWW – we’ve tested this extensively, and showing www.YourDomain.com is more effective than YourDomain.com every time (even though you’re giving up four characters by putting the extra 3 w’s and period at the beginning).
