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Upgraded URL: Managing Google AdWords Destination URL in a Simple Way

AdWords recently announced changes to managing destination URLs which should make managing URLs easier. Let’s see what they are. 

Splitting of Final URL and tracking parameters

Typically, the destination URL is comprised of two parts: the landing page URL (now Final URL) and the tracking information. With the latest changes announced by Google, you can now work independently on these two parts. The big advantage of the splitting is that it makes it easier to add tracking parameters by just applying a so-called “tracking template” which can be applied at the AdWords Account or campaign, ad group, ad or keyword level.

Tracking

©Google

What’s more, if you make a change in the template and re-apply it, the ads will not be resubmitted for review. This is really beneficial as earlier any minor change in tracking parameters would have caused the entire ad to be resubmitted for review, effectively making it ineligible for display to the users during that time.

A simple example can explain this further. Let’s say that you own a sports store, and you have specified a destination URL for the keyword “football cleats”. Your destination URL might look something like this (with tracking content highlighted) now:

http://www.3rdpartytracker.com/rd?keyword={keyword}&ad={creative}&url=http%3A%2F%2Fwww.example.com%2Fshoes%3Fstyle%3Dfootball_cleats

You can now set up your new upgraded URLs this way:

Then, when someone searches for “football cleats” AdWords puts together the URL your ad links to, by replacing {lpurl} with the final URL, and {keyword} with “football cleats” and {creative} with the Ad ID.

Making changes to your tracking template at any level — except at the ad level — will not send your ad through the approval process. Only if you change the tracking template at the ad level directly, the ad needs to go through the approval process again. You can get more information on the new options here.

New ValueTrack parameters available 

In addition, Google has added new ValueTrack parameters to AdWords like:

  • {campaign_id}: The ID of the campaign
  • {adgroup_id}: The ID of the Ad group
  • {targetid}: The ID of the keyword (labeled “kwd”), dynamic search ad (“dsa”), or remarketing list target (“aud”) that triggered an ad
  • {loc_physical_ms}: The ID of the geographical location of the click. This can help you generate geographic reports
  • {loc_interest_ms}: The ID of the location of interest that helped trigger the ad

The first three ValueTrack parameters are particularly interesting as they make tracking and reporting easier across Ad Groups and Campaigns. This was not possible earlier without using features like automatic tagging. Additionally, we can now create custom parameters which can be added to keywords so you can send additional tracking information not provided by the standard ValueTrack parameters. For example, adding a custom Keyword ID is much easier now.

Custom parameters

©Google

With these changes, it is clear how serious Google is taking customer requests allowing for easier tracking and performance measurement. At crealytics, we use all these features to give you great insights into your keyword performance and thereby applying visible improvements to your AdWords Campaigns.

Rocky Jaiswal

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