Final URL expansion

It can match a search to a more relevant page than the one you chose, which helps on large sites. It can also send paid clicks to blog posts, careers pages or old offers.

On Performance Max and AI Max it is often on by default, so the pages that receive traffic may not be the ones you designed for it.

1. Open a Performance Max campaign, then Settings, then Final URL expansion.
2. In AI Max for Search campaigns, look at the final URL expansion option.
3. Add URL exclusions for pages that should never take paid traffic.
4. Check the landing pages report for unexpected pages.

A software company finds Performance Max sending clicks to a job ad page. Adding a URL exclusion for /careers keeps paid traffic on product and pricing pages.

• Leaving it on with no URL exclusions.
• Never checking which pages receive traffic.
• Turning it on for a site with many thin or outdated pages.

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

• An ad and its page with no word in common
• AI Max is widening what a campaign matches

• Final URL: The page an ad sends people to.
• Performance Max: A campaign type that runs on Search, Shopping, YouTube, Display, Discover, Gmail and Maps from one budget, with Google deciding where each ad shows.
• AI Max for Search campaigns: A Search campaign setting that lets Google match searches beyond your keywords, write ad text and send people to other pages of your site.
• Dynamic Search Ads: Search ads whose headline and landing page Google builds from your website's content, to cover searches your keywords miss.