Search Advertising: Google launches “Upgraded URLs” for AdWords

Beth Knetig

By Beth Knetig, Strategic Account Director at IgnitionOne

MagnifierIn February 2015, Google has announced  the launch of “Upgraded URLs” for AdWords. Advertisers, Agencies and Ad Tech vendors are currently working together to migrate their AdWords accounts before the July 1st, 2015 deadline.

Settings gears What exactly is being upgraded?

Google AdWords is allowing for easier means of tracking sources by parsing out root URLs from tracking redirects and parameters. This allows for smoother and faster switching of assets without having to resend everything through editorial before being served. Google is essentially removing the destination URL field and replacing with a landing page field. Tracking elements will be housed in a tracking template and/ or custom parameter fields.

Signing the contractHow should an advertiser update this?

For advertisers utilizing 3rd party tracking, they will need to work with their partners to discuss how to go about updating their URLs. For advertisers with complicated URL set ups, there will be some initial legwork and decisions to make before implementing any changes. Once this is completed, future management of assets will be much simpler.

Send symbolThings to consider before migration:

  • What tracking parameters will I need to remain intact?
  • What new tracking parameters will I need to start tracking?

Megaphone The benefits:

The upgraded URL offers customized tracking without compromising the editorial process for your ads.

IgnitionOne has been working with Google for the past few months to help ensure clients tracking set ups are carefully transitioned.

IgnitionOne’s URL builder will help transition clients to the new format. Current and new clients will be ready for the transition by April 2015 and we plan to migrate clients with complicated set ups well before the July 1, 2015 deadline.

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