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It amazes me when I see a Google AdWords advertisement without the URL of the advertiser. Why?

Because one purpose of advertising on Google AdWords is to build “brand” awareness for your web address!

Imagine watching a commercial on TV for a cool new product that you would like to buy. But whoops, the advertiser didn’t tell you the name of the product. So the advertiser misses out on a sale.

So what you say. With AdWords, people can just click on the ad and see what it is you are selling. Not so fast. Not everyone will click on your advertisement. Perhaps less than 5% of your page impressions will be converted to clicks. But if you place your URL on your ad, you’ll build “brand” awareness in your web address. Thus, when a potential customer is ready to use your service, they would hopefully remember your URL and type it directly in the address bar rather than having to happen upon your ad while surfing.

And Because AdSense Publishers cannot click on the advertisements

Here’s another reason. Google AdSense publishers get paid a portion from advertisements placed on their web pages. They cannot however click on those advertisements. Because if they do, they could be banned by Google for click fraud. And no one wants that. But what’s an ethical AdSense Publisher to do if he sees an intriguing AdWords ad? He can’t click it. But he can type the address into the address bar. But only if the URL is displayed.

Want to see what I mean? Take a look at this screen shot from my blog Instantly Iconic:

Always publicize your URL!

The ads on the right contain the URL of the advertisers. The ones on the left do not.

If I were in the market for K-Swiss shoes, I could go directly to Amazon or Dicks Sporting Goods by typing in the web address. I would totally bypass the two advertisers on the left. Which would be a shame for them because they missed out on a possible sale. And it may be a shame for me if one of those two offered the lowest price on K-Swiss shoes.

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