What is the relevance of URL path fields in ads?

• A. They are not visible to users
• B. They help indicate landing page topic and improve relevancy and click-through rate; use to reflect page content
• C. They must be random
• D. They must be identical to landing page URL

Answer: (B)

URL path fields are part of the display URL and give a quick, textual cue about where the ad will take the user. They should reflect the landing page content so users see relevance before clicking, which tends to boost click-through rate and improves ad relevance and Quality Score. They are visible to users, so misleading or random paths hurt performance. They do not have to be identical to the landing page URL; they can be customized to emphasize the topic shown on the landing page, as long as they stay truthful and relevant.