Back in February, Google announced the release of upgraded URLs for AdWords that will use specific tracking parameters. Aimed at giving advertisers more features and options, as well as saving them time, this new format will mean less time spent managing destination and final URLs. Along with saving time and making URLs more efficient, the upgrade will also reduce crawl and load times and put an end to the sending back of ads for editorial review. This is huge for many reasons, in large part because it will help advertisers and business owners keep better track of their ads and be more efficient. A long overdue upgrade, there are a few things you should know to help you better understand what this means and how it will affect the destination URLs used in AdWords.
What Does This Mean?
With this change, the landing page URL and framework that make up the destination URL will be treated differently.
In a nutshell:
- The destination URL is split into two parts, giving you the opportunity to enter the landing page portion of the URL and the tracking information separately.
- This simplifies the entire process and makes it so your ads won’t stop running and your statistics won’t be affected if you ever need to update an aspect of the ad, without sending it back into editorial review.
- This change allows you to specify URL options at different levels, such as the account, campaign, ad group, keyword, auto target, or sitelink.
It should be noted that, if you are using auto-tagging in Google AdWords, your destination URLS won’t be affected. However, it may be a helpful to use a tracking software and custom tracking specifications in order to gain more insight about your overall ad performance.
What Are Destination URLs?
Finally, let’s get down to the nitty gritty of destination URLs a little bit more to make sure you understand all the information above and what this means for you moving forward. Simply put, a destination URL is the address of your website that people are taken to when they click on an ad of yours. Prior to this URL update, AdWords and keyword tracking had to rely on the destination URL for stats, which was comprised of the landing page URL as well as tracking parameters. This meant that whenever you needed to adjust or update your tracking, you had to update the entire destination URL, which meant your ad had to go back to editorial review. Not only was this an annoying process that was extremely time consuming, but it messed up your overall statistics, caused your ad to stop running entirely, and lost all information that was linked to the old URL.
What You Need to Know
Now, you can change your tracking parameters as many times as you like, as often as you like, without it messing about your ads or resetting your ad performance stats. There are also various tracking templates out there that will help you keep better track of your stats and landing page information, which will in turn make things a whole lot easier for you when it comes to measuring ROI and determining whether or not you need to make any changes to increase your reach.
While many advertisers were unsure about the upgrade, it has proven to be a good move that has been well received. As a leading Mansfield digital marketing agency, Tech-Critic offers a wide range of services to help ensure your organization’s online presence and advertising tactics are up to speed. Our IT solutions consultants will work with you one-on-one to make sure your business not only meets the objectives you’ve set in place, but that your online presence is where it should be. With constant changes, such as the URL upgrade, it is important to have a tech firm on your side that will make it a point to keep you updated and current. For more information, please contact Tech-Critic today.