Final URL

The final URL decides what happens after you paid for the click. If it is slow, broken or about something else, the click is wasted whatever the ad said.

Every ad, sitelink and keyword can carry its own final URL, so an account can point at hundreds of pages, and one site change can break many of them at once.

1. Open an ad, sitelink or keyword to see its Final URL field.
2. Open Insights and reports, then Landing pages, for the list of pages your ads use.
3. Check the ads' policy status for Destination not working.
4. Open each page on a phone to check it loads and has the form or number you count.

A shop renames its category pages. Ads still point at the old addresses, which redirect to the home page. Updating the final URLs sends people back to the right category, and conversion rate recovers.

• Sending every ad to the home page.
• Changing site addresses without updating ads and sitelinks.
• Putting tracking parameters in the final URL instead of a tracking template.

The audit checks Oppy runs on this, each with its own page.

• Ads pointing at pages that do not load
• The page cannot produce the conversion being optimised for
• An ad and its page with no word in common

• Landing page: The page people reach after clicking an ad.
• Tracking template: A URL template that adds tracking parameters to the landing page address when someone clicks, set at account, campaign, ad group or ad level.
• Final URL expansion: A setting of Performance Max and AI Max for Search campaigns that lets Google send people to other pages of your site than the one you gave.