PPC Destination URLs and 301 Redirects
Tags: 301, keyword arbitrrage, ppc, redirect
As the good online marketer who you are, you already know that your website URLs be clean and you should always take care of the canonical issues. Right?
So you should do a permanent redirect (301 in technical words) of your non-www version of the website to the www version, meaning you will redirect abc.com to www.abc.com.
When doing so, you should double check your PPC destination URLs. Do not point your ads to the non-www version but instead link them to the final, rewritten URL. If you set the destination URL as abc.com and you have a 301 redirection in place to www.abc.com, the Adwords system – which has flaws – may not follow the redirected URL properly and your destination URL won’t even exist in Google’s system.
Therefore, your keywords’ quality score (QS) will drop to minimum (similar to a penalty) and your ads will not show up anymore due to low quality score. Worse, your website may be flagged as doing “keyword arbitrage”. It took us almost a week to convince Adword’s team that there was nothing wrong with our client’s account.
So, always point your ads to the “final destination”. Keeping this in mind, stop wasting time reading blogs and go back to work :) !
Pitstop Media is a Vancouver based search engine marketing company which offers results oriented PPC services. If you need help with pay per click management and optimization please contact us for a free, no obligation quote. We’ve helped companies reduce their paid advertising cost by as much as 148% and increase AdWords conversion rates by as much as 410%.
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