How to Use Vanity URLs for Paid Ads
By Neil Patel
You’ve probably heard the popular 70s song, “You’re so vain, you probably think this URL is about you…don’t you, don’t you?” OK, Carly Simon probably wasn’t singing about vanity URLs.
While they aren’t as catchy as that song, vanity web addresses are something you need to be paying attention to, especially when it comes to paid ads.
Whether you aren’t sure what the heck a vanity URL is or are just trying to figure out how to use them, you are in the right place.
Here’s what you need to know to leverage them to increase clicks and drive conversions for your paid ads.
What is a Vanity URL, and How Are They Used for Paid Ad Campaigns?
A vanity URL is a custom URL that is pronounceable, branded, or otherwise memorable.
They might contain a keyword that you are optimizing for, a brand or product name, or any other phrase that makes sense for the campaign.
These URLs can be used as your main URL, but they are commonly used to redirect users to another site or page.
For example, a vanity URL could be used on a paid ad to direct users to a landing page or on a billboard to drive traffic online.
Vanity URLs Vs. Domain URLs for Paid Search
Vanity URLs should not be confused with domain URLs, especially in paid search.
Here is the difference: A domain URL is your actual URL, for example, neilpatel.com.
A vanity URL is a branded or otherwise memorable URL that redirects to the actual URL you want to send ad clicks to.
Why use a vanity URL over a domain URL? These URLs can include any information you want, including calls to action, keywords, or, really, anything else.
Let’s say, for example, you were creating an ad for Ubersuggest, our SEO tool. The domain URL for Ubersuggest is: https://neilpatel.com/ubersuggest/.
Rather than using the domain URL, you use something like: neilpatel.com/FreeSEOHelp.
Why does this matter in paid search? That small change could be just the push a viewer needs to click on your ad.
There are several benefits to using vanity URLs, which we’ll cover in a moment. First, let’s look at what vanity URLs look like in practice.
Vanity URL Examples for Paid Ads
Vanity URLs may sound like a small change. With so many SEO strategies out there, it might not feel like they are worth the effort.
Let’s take a look at vanity URLs in the wild so you can see the difference they make.
Here’s an ad on Facebook from Couch Console, a new couch accessory. They created an ad to promote their Kickstarter campaign.
Take a look at the URL:
It shows the URL goes to Kickstarter and highlights something they want you to know—their campaign just launched. It’s new and exciting, something you want to be a part …read more
Source:: Kiss Metrics Blog
