Some Google AdWords advertisers are probably not having the best Monday.

Last Friday, Google announced a change to the AdWords display policy: all display URLs within each ad group must have the same top-level domain.

Examples of compliant URLs:

Examples of non-compliant URLs:

Emel Mutlu of Google writes:

While we understand there are legitimate use-cases for multiple display URL domains within one ad group, we ask that you use separate ad groups for each domain. This will not only provide a better user experience for your potential customers, but will also allow you to better organize and track the various domains within your AdWords account.

Needless to say, some advertisers aren't pleased with the change. Many are especially upset with the short notice; Google indicated that the change would take effect today, meaning AdWords advertisers who are on the ball and who have non-compliant display URLs are currently scrambling to update their accounts to avoid the possibility of some of their ads being suspended.

Clearly when Google thinks it has a brilliant change that will "provide more relevant results and a high quality experience for our users", the experience of advertisers is of little concern. What can you do?

Patricio Robles

Published 23 February, 2009 by Patricio Robles

Patricio Robles is a tech reporter at Econsultancy. Follow him on Twitter.

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Comments (2)



Google is acting crazy lately they are becoming sclerotic.

So many bugs in the system, poor suppport etc.

MSFT - this is the time to attack and take the lead again.

over 9 years ago


PPC Management

Google has and will always be like this.  They make changes on very short notice.  For true A / B testing it was always advisable to have different adgroups anyway.  If this is bad you should see the API changes they announce with short notice, imagine having to re-write an entire adwords reporting interface.  It happens and that's why the professionals make the money that they make... to keep up with this, I only feel sorry for the unassisted small advertiser who doesn't know the change took place.

over 9 years ago

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