Google has announced some Adwords display url enforcement policies that could affect your campaigns. Most notably, Google wants your display url to be exactly the same as your destination url. You can not have two different display urls that lead to the same destination url. Basically they want to make sure that your when your visitor clicks on your ad that they land on the same root domain that was in the display url. Not really a major change, they are saying they really want you to abide by these rules now, and that you have until April 1st to make any changes necessary to keep your campaigns running above board.
If you are violating the new enforcement, you need to transition your ads carefully, so there is not a major impact to your quality score. Changing the display urls on your current ads will have an immediate impact on your quality score for those ads. When you change the display url, the ad will in effect become a new ad, and your quality score for the old ad copy will be reduced, giving you a new quality score. So what you should do is create ad clones of your old ads with a new rule compliant display url, while letting the old ads run. This will allow the...
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