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It might seem obvious, but the URL you display in an ad must accurately reflect your web site's URL. If the actual destination link is too long for your ad, use a shorter link – such as your home page - that does fit within the URL character limit. In addition to being accurate, your URL must include the domain extension, and it must be in proper working order – double check for misspellings and other typos to ensure the link works! Also, you cannot link to an e-mail address or a file – it has to be a working web site. And don't forget to use tracking URLs in your campaigns. You need to track the success of your internet marketing campaigns or you may end up throwing good money after bad.