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Effect of keyword level destination URL on ad rotation

Visitor ✭ ✭ ✭
# 1
Visitor ✭ ✭ ✭

How does keyword level destination URL affect ad rotation? From what I understand, keywords and ad copies are not linked with each other.

 

Thanks for the help,

Monica

1 Expert replyverified_user
Marked as Best Answer.
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Accepted by topic author Monica S
September 2015

Re: Effect of keyword level destination URL on ad rotation

Participant ✭ ✭ ✭
# 2
Participant ✭ ✭ ✭
Hi Monica,

Keyword level dest URL does not affect ad rotation. Ad rotation will continue as per your settings. When the keyword with its own dest. URL is triggered, your ad will be shown as per your settings and if there is a click then the user will be taken to the keyword dest. URL as opposed to the ad dest. URL.

In essence, keyword dest. URL has no effect on what ad is shown.

Hope this clears that up.
Marked as Best Answer.
Solution
Accepted by topic author Monica S
September 2015

Re: Effect of keyword level destination URL on ad rotation

Participant ✭ ☆ ☆
# 3
Participant ✭ ☆ ☆
Hey Monica

Ad rotation and KW destination URL’s are not linked in terms of ad rotation. That’s the basic answer in its entirety.

Developing upon this topic for your interest, a KW level destination URL directs users to a specific URL that is typically different to the Ads destination URL. For example, you may want to separate a couple of KW for a trial in sending to a different Landing Page before restructuring ad fgroups or account structure. This is just 1 example of course, there are a few reasons why you may want to use KW destination URL. More info can be found here in a previous community discussion https://www.en.adwords-community.com/t5/Performance-Optimization/Keyword-destination-URL-vs-Ad-desti...

Ad Rotation is configured as per the settings you decide upon within your Campaign settings, the KW level destination URL wont impact this. Bear in mind, nevertheless, a certain ad copy is an extra variable to consider alongside KW level URL’s when analysising performance. More information can be found here regarding Ad Rotation: https://support.google.com/partners/answer/112876?hl=en-GB

Hope this helps clarify a little

James Edward Goode

Re: Effect of keyword level destination URL on ad rotation

Visitor ✭ ✭ ✭
# 4
Visitor ✭ ✭ ✭
Thank you, James and Clynton. That clears it. Sample scenarios helped to understand where keyword destination URL would come handy.

Clearly, its not a solution to improve QS of keywords. For such a need, it would make sense to create more refined ad groups and experiment with similarly themed landing page URLs.

Re: Effect of keyword level destination URL on ad rotation

Top Contributor
# 5
Top Contributor
Hi Monica,

In terms of improving QS for keywords, the most important factor is the CTR. Relevance of ad copy really means CTR. Relevance of the landing page is harder to define. The landing page "user experience" is evaluated, but we really don't know much about how that happens.

If you are looking to improve the conversion rate, definitely work on you landing page(s), but rarely does the content of the page improve your QS.

The destination URL does not affect QS, but the page might. The display URL, on the other hand, can affect QS by improving the CTR of your ad.

Best of Luck!

Pete
petebardo -- Deadhead doing AdWords