Display URLs ‘important’ for PPC online marketing ads

I read an interesting article on Click Through Marketing about the impact on Display URLs in PPC Marketing:

Internet marketers are being urged not to overlook the importance of display URLs when using pay per click services.

According to Randy Pickard, vice-president for product innovation at research firm User Centric, display URLs are an important component of pay per click (PPC) ads.

Writing on the SEOmoz blog, he said that studies show they capture “a significant proportion of the gaze time” allocated to paid-for advertisements.

With this in mind, marketers should alter display URLs in order to attract more clickthroughs, adding descriptive keywords to the end of the domain name.

He acknowledged that this tactic may not work in all cases, as “stuffing in” keywords could reduce the branding value of a PPC ad.

However, he stated: “The potential long-term benefit of acting upon a successful test can easily outweigh the short-term cost of a failed one. Thus, for many PPC advertisers, a closely monitored display URL test is likely a worthwhile effort.”

I do agree that a display URL that matches the keyword being searched does add to the overall Click Rate for a search listing.  The URL will be bolded to help it stand out, creating an instant showing of relevancy.