Change to Text Ads Dis­play URLs

In the com­ing weeks, Google will be chang­ing the appear­ance of the dis­play URLs of all AdWords ads that appear on Google and on search part­ners’ sites so that the domain por­tion will always be shown in low­er­case let­ters. This is for search­es per­formed from desk­top and lap­top com­put­ers and from mobile devices. Google is mak­ing this change because they believe it improves the user expe­ri­ence and adver­tis­er per­for­mance; stream­lin­ing the appear­ance of the search results page and increas­ing the con­sis­ten­cy of the URLs that are shown. In pre­lim­i­nary Google test­ing, Google saw that updat­ing the dis­play URL increased the per­for­mance of ads CTR.

This change applies to all AdWords adver­tis­ers and affects the domain por­tion of the dis­play URL, includ­ing any sub­do­mains, but does not impact any sub­di­rec­to­ries or fold­ers. For exam­ple, “” will be shown as “” after the change.

No action is nec­es­sary as any upper­case let­ters in clients’ ads’ dis­play URL domains will auto­mat­i­cal­ly be changed to low­er­case when the ads are served.

This change does not affect ads on the Google Dis­play Net­work, includ­ing text ads, at this time. If you have any ques­tions, please reach out to your Search Dis­cov­ery team.