Not only does it save space for long headlines as was previously pointed out, but it also makes your headlines stand out. Depending on what your site name is, if the address has more than one word, taking out the www. and capitalizing the first letter of each word in your address will really make it pop. For example: www.thissitesellsthings.com becomes ThisSiteSellsThings.com See the difference? It sets you apart from the other ads and may even help searchers remember your URL.