Google has announced the update of appearance of the display URLs of all ads that appear on search results pages and also the arrival of negative keyword lists in the AdWords through two different blog posts. The former update is the result of Google's experiment with hundreds of subtle variations of its search results page. The experiments include the testing of font sizes, colors, layouts, spacing and various other variables.
A recent experiment led to the discovery, that by standardizing the look of the URLs on the page, various Google user metrics could be improved, including ad clickthrough rates. The updated appearance of the display URLs of all ads that appear on the search results pages will come to effect, most likely, by the next week. With the update in effect, the domain portion of your display URL will always be shown in lowercase letters. For instance, if your display URL is Subdomain.Example.com/Subdirectory, Google will automatically change it to subdomain.example.com/Subdirectory.
Lisa Shieh, an Inside AdWords crew at Google, said that “we believe that regular website testing is the best way to ensure an optimal user experience, and we encourage you to test variations of your own website.” You can start testing your own website with Google's Website Optimizer tool, according to Shieh.
The next update is with the negative keyword lists to your account's Control Panel and Library. It will give the user a new way to manage a group of negative keywords and associate them with multiple search campaigns. Negative Keywords, says Dan Friedman, another Inside AdWords crew, “are a great way to refine your keyword lists and filter out unwanted impressions for your campaigns. By excluding specific terms that aren’t relevant to the services you offer, you can improve the relevance of your ads and make your campaigns more effective.”
With this new update, the user can now simply create a negative keyword list and associate it with each search campaign. By adding it to one list, the user also updates each and every search campaign he/she runs. Therefore, this update will remove the need for filtering out specific terms in the context of a single ad group or search campaign and also the maintenance of a set of core negative keywords across many campaigns. Also, in case if you are creating a new campaign, you can associate it with your already created negative keyword list in just a few clicks.