Big Google AdWords Change

It looks like your AdWords destination URLs must match your display URLs sometime in April (image is barely readible do to resizing, but it makes the point). The key words in the image are “without exception”.

Some may see this as a proactive opportunity and some might think this:

AdWords professionals and advertisers will definitely be busy starting… now, including myself. I’m guessing there is a grandfather clause in this.

I can see large e-commerce advertisers scrambling at this as well as larger corporations with set processes. At the same time, I can see consultants viewing this as more reasons to recommend unique landing pages and not just pointing ads to whichever page on the site seems most relevant.

I kind of like it, but definitely empathize with those who will be in living hell the next few weeks.

Any thoughts or input?