New Google Adwords Display URL Policy

Google announced a "policy adjustment to display URLs" for its Adwords advertisers.

Beginning this week, all Adwords ads leading to sites on hosted or shared domains (such as blogspot.com) will need to have display URLs that "accurately reflect their destinations."

Let's say we wanted to create an ad linking to this blog: http://seo-insights.blogspot.com. In the past, blogspot.com would have been an acceptable display URL. Because there are so many independent blogs hosted on http://blogspot.com however, we now require the display URL to reflect the specific blog reached upon clicking the ad– in this case: seo-insights.blogspot.com.

Incorrect:
Destination URL: http://seo-insights.blogspot.com
Display URL: blogspot.com

Correct:
Destination URL: http://seo-insights.blogspot.com
Display URL: seo-insights.blogspot.com

Ads that do not include this information in their display URLs will be disapproved. Google will suggest an appropriate display URL in the disapproval email notification, but they are encouraging Adwords advertisers to be proactively adjust any ads that might be affected by this change.

As per Google's new Display URL Policy:

Display URL must be accurate.

Your display URL must accurately reflect the URL of the website you're advertising. It should match the domain of your landing page so that users will know which site they'll be taken to when they click on your ad.
Where you have keyword URLs, these are considered to be your destination URLs, and the display URL must accurately reflect them.
The display URLs within each ad group must have the same domain.
The display URL field cannot be used as another line of ad text.
Your display URL must include the domain extension, for example: .com, .net, or .org.
If your actual destination URL link is too long to use as your display URL, use a shortened version (such as your homepage) that meets the character limit for this field.
Example:
Destination URL: http://www.TravelingDog.net/toys.html
Display URL: www.TravelingDog.net
If hosted from a domain that provides service to many independent entities, include a domain and path sufficient to identify your company's site from all the other sites hosted by that domain.
Example:
Correct:
Destination URL: mycompany.blogspot.com/
Display URL: mycompany.blogspot.com

Incorrect:
Destination URL: mycompany.blogspot.com/
Display URL: blogspot.com

The display URL blogspot.com does not clearly identify the landing page to which the user will be taken, because there are many different independent entities hosted from the blogspot.com domain.