Google Adword’s New Landing Page Rules

Posted by on Mar 31, 2008 in Adwords

I started noticing the following message within my Adwords account several days ago:

Important Change to URL Policy Enforcement
Starting in April, display URLs for new ads will be required to match their destination / landing page URLs, without exception. Please adjust your URLs accordingly when creating new ads.

When I first noticed this I was a bit concerned, thinking that the rule applied to the destination URL you enter within your Adwords account, which isn’t necessarily the landing page that users land on. As I read more I was much relieved to find out that it actually only applies to just the landing page that users end up on. So the new rule basically means that whatever users see displayed below your ad, should be the same as where they actually end up. This rule makes a lot of sense and I do agree with Google‘s reasons for implementing it, “efforts to present relevant results“, it will however affect a lot of people. Christopher John Sandberg has written a great post about how to deal with these new rules.

Welcome to the future.


  1. 4-1-2008

    Great post!

  2. 4-3-2008

    One concern about these rules is that (same as before) you can’t have multiple ads pointing to the same URL. Therefore, if you’re marketing an affiliate product you need to either get there first, or send people to an alternate domain with a landing page that entices them to carry on to your final offer later on, similar to what we need to do on Yahoo. You used to be able to change the display domain slightly to get past this on Google, but no more I suppose.

  3. 6-29-2008

    nice info from you…hope can help me in order to have best results in 3 major search engine after this!!!!