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URL is a page on your website that you can go to, such as /news or /sports/local/high_school, etc. This doc explains how to create a URL in Settings / URL.

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These too are parameters that can be adjusted from the URL map. These properties control behaviors such as the maximum number of ads that appear on a business asset, the number of audio assets allowed, as well as the number of coupons or related classified coupons that display on a business asset. These are only a few of the properties available.