Google has announced that they will be changing the appearance of the display URLs of all ads appearing on the search results pages by next week.
The change will mean that the domain portion of your display URL will always be shown in lowercase letters. For example, if your display URL is Subdomain.Example.com/Subdirectory, it will appear as subdomain.example.com/Subdirectory.
AdWords users do not need to edit their ads as all uppercase letters in the display URL domain will automatically be changed to lowercase when their ad is served.
Lisa Shieh from the AdWords crew said that Google is constantly testing fine variations on their search result page from layout to font to colors and many such other variables to give users an optimal experience. Google realized that a standardized look of the URLs on the search result page helps users get better click through rates.
In addition to this, Google has also launched a new way for the advertisers to manage their negative keyword list across the multiple campaigns.
As explained by Google’s Dan Friedman:
For example, say you have a set of negative keywords you always add to any campaign running on the Search Network, previously, you’d need to copy that set to every new search campaign you created in your account. Now, with shared lists, you can simply create a single negative keyword list and associate it with each search campaign. If there’s a new negative keyword you’d like to add to all of those campaigns, just add it to your list and it will automatically update across each campaign. Similarly, if you create a new campaign, you can add your negative keyword list to exclude all of the necessary terms with just a few clicks.
In short, negative keywords are a core component of a successful keyword list. By adding negative keywords to your ad group your ads won’t show for search queries containing these specific unwanted keywords. By filtering out the negative keywords advertisers can reduce your cost-per-click (CPC), and increase their ROI.
Advertisers can find this new negative keyword list option in the Control Panel and Library of their AdWords accounts.