About the different types of URLs

Display URLs

The display URL is the website address that's shown in your ad. In text ads, the display URL appears in green, next to the "Ad" icon. Here’s an example:

In standard text ads, you define the display URL yourself. If your website address begins with a subdomain (for example, the "support" in "support.google.com"), your display URL can include that subdomain.

In expanded text ads, your display URL is the combination of the domain (and, where applicable, the subdomain) of your website and the text in your “Path” fields.

Landing page URLs

Advertisers use a landing page URL to send people to a specific area of their website.

Your landing page URL can have two components:

• Final URL (required): The URL address of the page in your website that people reach when they click your ad. For most advertisers, your landing page URL is the same as your final URL.
• Tracking template (optional): If you use tracking, you can also define a tracking template. When someone clicks on your ad, your tracking template is used to create your landing page URL.

URL policies

Your ads’ URLs should give customers a clear idea of what page they'll arrive at when they click an ad. For this reason, Google's policy is that both display and landing page URLs should be within the same website. This means that the display URL in your ad needs to match the domain that visitors land on when they click on your ad.