Google AdWords Update: Display URLs

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.

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