Re: Beginners guide to adwords[ Edited ]
June 2015 - last edited June 2015
Can you cite the material you are referring to?
Concerning webpage usability, "bread-crums" can help show a user where they are concerning the hierarchy of a website.
Here is an example:
If a user is looking at Desktop PCs in an online shopping store that offers different kinds of products, there may be a trail of links showing the user where they are in the hierarchy of product categories
Online Shopping -> Electronics -> Computers -> Desktop
This trail of links would show the user they are deeper in the site browsing for Desktop PCs
While this can be good practice overall, it doesn't specifically apply to AdWords.
A good practice in the above example relating to AdWords ads would be to show the user ad copy specific to Desktop PCs and take them to a landing page for Desktop PCs once the Ad is clicked if they search specifically for say "New Desktop Computers" rather than say the broader term "Online Electronics Store"
Hope this helps