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he third line Displays the URL, the address of your website. This line is benefited by highlighting the search terms in the address itself and additionally capitalizing the primary keywords. Obviously this can only be achieved if the terms exist in the URL to begin with.

This brings us to one of the key factors regarding relevance; optimizing your ad's ranking by URL. One of the key determining factors in how highly your add ranks will be whether or not the search terms appear in your website address or not. In this case it has been accomplished by having the term 'mortgage' in the main URL. The other relevant term 'refinancing', has been annexed to the main URL by creating a display URL with the term in it.

It is becoming increasingly difficult to find available URL's that specifically encapsulate the major search terms you are targeting. This is due primarily to the recent boom of online real estate, leading to a major decrease in the availability of simple URL names for the products being sold. If you have the exact terms in the main URL, for example mortgage refinancing , then the add will rank very highly not only in the Google AdWords campaign, but also in the free listings on the left hand side search results for the key term 'mortgage refinancing' .

Not only is it becoming increasingly difficult to rank this way due to the decline in availability of online property, but the terms must be identical in the URL to the terms being searched for, making it almost impossible to rank in the free listings this way anymore. The address 'mortgage refinancing' in that specific order only, will rank highly in the free listings. Similarly, mortgage plus for will not rank nearly as highly for the key term 'mortgage refinancing' in the free listings.

In Google AdWords however the URL MortgagePlus.com.au/Refinancing can achieve the same thing, if, like the majority of businesses your URL has no keywords in it. For example with the domain aoneloansyou have a much better chance of having your display URL as AOneLoans/Refinancing and your URL will have at lest one keyword highlighted, which is better then not having one at all. The words don't have to be in the main URL to rank highly, when combined effectively with the other relevance criterion. In the example, the term 'refinancing' is used in the display URL and adds to the relevancy of the term in the ranking of the add.

Remember, you only want to target a few of the keywords. The less the amount of characters your URL contains, the easier it is to remember. Additionally, you allow yourself more space to type in a wide range of display URL's relevant to the various search terms you're catering for. Most importantly of course, the more diminutive and concentrated the amount of search terms, the less you will be penalized by Google.

Google penalizes advertisements which use irrelevant keywords both financially, and in terms of position. The financial penalty is exacted from the amount you Pay Per Click.

About the Author:
AdWords Management assists small to medium sized businesses with their online marketing strategy through the use of the most powerful search engine in the country - Google. Our pay per click experts will work with you by setting up and optimizing your Google AdWordsaccount. We GUARANTEE that your business will be placed on the 1st page of Google.com.au when visitors search for keywords related to your website.