If you’ve been in Google Adwords lately, you might have noticed a change in some of your campaign’s display URL’s (specifically the root URL). Google no longer allows capitalization in the root display URL.
Why the change? Well, it’s Google, and I’m sure they have a great reason. They always want what is best for both their advertisers and users. Maybe it’s because they want control over the look of the ad so that paid ads look similar to organic ad results. Or maybe it’s because they have seen it from testing. Either way, any regulation that Google places is for the greater good of everyone.
From an advertiser perspective, this could be frustrating in terms of brand standards. For example, some advertiser’s branded URL that is published includes capitalization in all other advertising. If this is an issue, Google provides some suggestions for optimizing ads for branding here - including using image ads to leave a lasting impression with the consumer. Also, I might argue that the main goal of a pay-per-click campaign is to get a response from the advertiser, not necessarily branding.
If you believe that capitalizing letters within your display URL brings better results, keep in mind that anything past the root URL can be capitalized. For example, if I were promoting the Paramore|Redd peeps page, I could use this display URL - http://paramoreredd.com/US.
Not sure what works for you? It’s always worth a test!
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