Google Introduces New Upgraded URLs in AdWords

Google launched Upgraded URLs in AdWords offering marketers and advertisers multiple benefits to edit and track the links in ads that show up on Google search results. If you don’t use tracking, there’s no difference between final URL and destination URL.

The Upgraded URLs means less time will be spent on adjusting URL tracking. In “Destination URLs” which consists of the landing page URL, that people are redirected to once they click on an ad, and the tracking section representing the tracking service. If you need to edit the tracking parameters, the ad URL will change and will be sent back to the editorial review thus will stop running during this review and all data related to the old URL will be lost.

Now in the Upgraded URL, the “Final URL” separates the Destination URL to two parts; Landing page section and Tracking Section. So if you want to update the tracking information at any level; account or campaign or ad group, your ad stats will not be affected.

The Final URL is the web address of the landing page and can include redirects but it will need to match the domain of your display URL.

Tracking Template Parameters and Custome Parameters

Under the advanced “URL Options” You can find the tracking template and the custome parameter fields.

The Tracking template includes the tracking information that will help AdWords understand how to assemble the URLs, in which you can set multiple ValueTrack parameters such as {lpurl}. Managing the URL tracking information can be done on verious levels and a shared tracking template can be used. For example, using a certain tracking template at the account level will apply across all of the URLs within that account.

 

Custom parameters helps you customize the information you are monitoring in addition to specifying certain values that will be inserted into URLs once an ad click is triggered. For example, to insert “12345” when a specific ad is clicked, a custom parameter is set, {_mycreative} only for this ad. Write:  “mycreative” in the custom parameter field to insert 12345 whenever that ad is clicked

 

The URL upgrade also includes a location-tracking parameter such that advertisers can set up custome parameters to measure ad clicks based on location.

All recorded details about the ad perfomance can be reviewed in Google Analytics or any third-party analytics software. This information will help advertisers track exact information about each click on AdWords ads and will be able to understand where most traffic is coming from and which ads or keywords get the most clicks.

Destination URL is retiring and later this year, the “final URL” will become the only landing page option.