I completely agree with Andrew on testing the two. On BtoB,
it might be
worth testing having a relevant call to action phrase
mirroring back the
call to action in the ad as opposed to displaying a
seemingly interior page
product offering after the slash.
[Keyword]
Increase [Keyword] ROI by 20%.
Free Report explains how.
Btobcompany.com/freereport
Neil
-----Original Message-----
From: Andrew Goodman [mailto:agoodman gmail.com]
Sent: Friday, May 11, 2007 4:16 PM
To: SEM 2.0
Subject: [SEM2] Re: Display URL Best Practices
My take is that in retail, the correct answer is: you test
it. Many of us do
use the little subdirectory display URL tactic (I remember
trying it and
finding that it worked some of the time from a CTR or ROI
standpoint, so
kept doing it... it will confuse colleagues and clients,
though... always a
tradeoff).
In B2B, you might not see the same results, certainly not as
quickly.
You might also be more concerned about brand. In most cases
this is a minor
debate. The average user doesn't see this as anything other
than a
navigational cue, if you do it without shouting.
Andrew
On May 11, 1:23 pm, TheCreditedResponse <dvsu...gmail.com> wrote:
> I'm at an impasse with one of my colleagues, and
wouldn't mind some
> outside input. It's important to note that this is B2B,
not B2C (which
> I would probably handle differently).
>
> I hold that the display URL should be short and sweet,
e.g.,
> 'MyAwesomeSite.com'. If you're doing all the other good
stuff, your
> keywords will be bolded in the title etc., and the
display URL tells
> you where you're headed. It's clean, simple, and can
leave a user with
> an easy to remember URL to type in some other time.
>
> Now, my colleague holds that the display URL should be
longer, like
> so: 'MyAwesomeSite.com/Awesome_Product'. I think it
looks crowded, but
> he reasons that you provide more info, possibly
keywords, etc...
>
> Am I missing something?
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