The solution: you have to provide your chrome extension ID to the generator at and prepend http://, else it will be rejected for being an invalid URL.
For a chrome extension, the id can be seen by navigating to chrome://extensions with chrome. If in doubt outside of a chrome extension, a good way to decide what to enter is to follow google's advice and look at the host id by using JavaScript along the lines of
alert("url: "+window.location.host)
This gives you the host name to enter.
Upon entering a valid url, you will be shown several ways to include the Google Maps api into your web page.