You’ve got the perfect ad copy. The headline grabs, the visuals pop, and the CTA? Spot on. But there's one overlooked detail that quietly affects everything: the link format.
Link structure isn’t just technical—it’s psychological. And if your clicks are underperforming, the way your links look and feel could be the hidden culprit.
Why Link Format Matters in Ads
Ad space is limited. Attention span? Even more so. A long, cluttered URL can feel outdated, suspicious, or simply overwhelming. Meanwhile, a short, clean link increases trust and usability. Especially in paid media where you have milliseconds to earn the click.
In native ads, for example, a non-intrusive, well-placed short link blends naturally with content. In performance banners, it's often the last visual cue before the click. It has to convert—not confuse.
We Tested 3 Formats
Let’s break down what typically gets tested in ad campaigns:
Full URL: Shows destination, but long and messy. Often truncated or mistrusted by users.
Generic short link (e.g., bit.ly): Recognizable, but not personal. Can appear “mass-market” or spammy if overused.
Branded short link: Custom domain (like go.brand.com/page) + short format. Feels intentional, credible, and directly tied to your brand’s voice.
In internal A/B testing, branded short links consistently delivered up to 18–25% higher CTR than full URLs across display and social campaigns.
Human Behavior: Scan First, Decide Fast
People don’t read ads—they scan. A short, structured link helps anchor the message. Especially on mobile, where space is tight and visual clarity wins.
Plus, branded links tell users where they're going before clicking, which reduces hesitation and increases confidence—two essentials for ad performance.
Bonus: Track & Adapt in Real-Time
The link format also determines how much control you have after launch. A short URL created with a tool like Surl.li isn’t just prettier—it’s smarter. You get instant analytics, can redirect links on the fly, and test variations without rebuilding your ad set.
If you’re A/B testing headlines and CTAs but ignoring your link format, you're leaving ROI on the table. In 2025, clickable means clear, concise, and branded.
So next time you build an ad, ask yourself:
Does my link earn the click?
If not, start testing. Because sometimes, the smallest changes drive the biggest results.