Display URL : Best Practice

Display URL is included in the ad text, is the last line and gives a clear indication where the user will be taken when he or she clicks on the ad. Since it cannot be longer than 35 characters, it is allowed to have a different display URL and destination URL. The Display URL must represent a website (i.e. cannot be an email address) and it cannot be misleading. The domain of the display and destination must be the same. These examples from Google demonstrate the difference between the correct and the incorrect use of the display URL.

Correct:
Destination URL: http://www.netshoeshop.com/new/a-c.htm
Display URL: www.NetShoeShop.com

The link accurately represents where it will take the user to when he or she clicks on the ad.

Incorrect:
Destination URL:  http://www.netshoeshop.com/new/a-c.htm
Display URL: JimmyChoo.com

The display URL and the destination URL fall into different domains, misleading users, therefore such use is prohibited.