People are more likely to click on your ad if your display URL matches to where they want to go. This is why Google wants it to closely match the title of your landing page. Below is an example of a display URL.
Display URLs are important for pay per click (PPC) search ads. Good display URLs can increase your click through rate, improve your quality score, and can increase your conversion rate. You want people to click on your ad so they get taken to your landing page and potentially convert.
Because display URLs are so important, you can optimize them by reinforcing keywords, capitalizing important words, and being very specific about your products in the description.