A recent study by MarketingSherpa "discovered that long URLs actually work as a deterrent and stop viewers from doing what they're supposed to do (click!)." The study found pay per click ads which immediately follow ads using long Display URLs were 2.5 times more likely to be clicked than if the ads used short URLs. The theory: searchers struggle with analyzing each of the words in the long Display URL and then find "relief" when they see something more short and to the point.
So, two quick items to test. First, try testing shorter Display URLs. Second, test ad positions just below ads which use longer Display URLs.
And here's a bonus to test, bid for the ad position just below ads which use the PayPal or Google Checkout badges - especially if you do not use the badge. I think you'll enjoy the results.
Rob Reed
Terrakon Marketing
Pay Per Click Optimization and Consulting
