What Should I Consider When Creating a Display Path for My Ad?

The short answer is that your display path should highlight what potential customers are searching for, focusing on the location and type of service you offer. At the same time, because of character limits, you may need to shorten phrases while still making clear what the ad is about. The domain name and the rest of your ad will also help users understand your offering.

Full Explanation

When creating a display path for your advertisement, it’s important to emphasize the aspects that are most relevant to what people are looking for. This usually means including the area—such as the city or region—and the type of service you provide. This creates clarity and relevance for users who see your ad, making them more likely to engage with it.

However, you need to be mindful of character limits for display paths. Because of these restrictions, it’s often necessary to shorten longer service descriptions. For example, instead of using a full phrase like “garage door repair,” you might choose to simply use “repair” to fit within the allowed space. Even with a simplified display path, other components of your ad, such as the domain name and the ad copy itself, will provide users with additional context about your business and services.

Step-by-Step Breakdown

Identify Key Elements: Determine the location and service type that people are searching for.
Check Character Limits: Be aware of the maximum number of characters allowed in the display path.
Shorten Phrases if Needed: Simplify longer terms to fit within the limit without losing essential meaning.
Use Domain and Ad Content: Rely on your domain name and ad copy to supplement and clarify your display path.

Real Examples

Consider you offer garage door repair services in a certain area. Instead of using a long phrase like “garage door repair,” you might shorten the display path to “repair” because of the character limit. The area and service will still be clear to users from the domain name and ad text, which also help confirm your offer.

Common Mistakes

Trying to include too many words in the display path and exceeding character limits, leading to truncation.
Using generic terms that don’t clearly reflect what the user is searching for.
Relying solely on the display path without supporting it with a clear domain name or ad copy.

FAQs

Q: What if my desired phrase is too long for the display path?
A: Shorten the phrase intelligently to fit the character limit, ensuring the key service or area is still communicated.

Q: Can the domain name replace a detailed display path?
A: The domain name helps provide context, but the display path should still highlight the main points to attract clicks.

Key Takeaways

The display path should focus on what users are searching for, especially location and service type.
Character limits often require shortening phrases in the display path to fit.
Your domain name and ad copy work together with the display path to effectively communicate your offer.