Methods, systems, and apparatus, including computer programs encoded on a computer-readable storage medium, and including a computer-implemented method for providing creatives. The method comprises identifying, using one or more processors, a creative for processing, the creative including a title portion and a body portion, where the body portion includes a visual uniform resource locator (URL), the visual URL comprising a visual portion and a link to a resource. The method further comprises evaluating the visual URL for inclusion in the title portion, including determining when promotion of the visual URL satisfies one or more promotion criterion, and if so, promoting the visual URL for inclusion in the title portion. The method further comprises providing the creative including the title portion with the promoted visual URL.