Don't overlook the display URL

When creating pay per click (PPC) adverts online, the importance of the display URL can be overlooked, but one sector commentator has reminded search engine marketers of the vital role it plays.

In a blog which appears on SEOmoz and YOUmoz, Randy P notes that brands and businesses should take maximum advantage of each of the limited number of lines they have to work with.

A recent eye-tracking study by User Centric revealed that a "significant proportion of the gaze time" of internet users was allocated to the URL in such PPC advertisements, which reveals how important it is for the information to be eye-catching.

"For PPC ads served above the organic listings on the left side of search engine results pages, the display URL garnered over three times more gaze time (0.53 seconds) than the text description (0.15 seconds)," he added.

In related news, Steve Simmonds, business manager at Design UK, speaking at the Technology for Marketing & Advertising event, recently told how eye-tracking had revealed that some businesses were failing to maximise the usability of their websites due to minor errors on the pages.

Contact home james for expert PPC services.