Post on 14-Jan-2016
description
Upgraded URLs
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Topics
About upgraded URLs Main benefits New tracking values Whats next? Upgrade examples Timeline Resources
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About upgraded URL
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Final URL Landing Page*
Tracking Template Tracking info
Upgraded URLs is a cleaner way to organize URL tracking
From: Destination URL
Landing Page & Tracking info
From: Destination URLs To: Upgraded URLs
* Final URLs cannot contain cross-domain redirects http://tracker.com/redir?http://www.example.com
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Benefits of upgraded URLs
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Gain efficiency and more URL data with Upgraded URLs
Additional insights on campaign performance
Less time spent managing URL tracking updates
Which Remarketing List triggered the click? {targetid}
Where was the user located when they clicked on my ad?{loc_physical_ms}
Account Level Tracking Template
Final URL Final URL Final URLFinal URL
Reduced crawling load on your site
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Use Final URLs for reduced crawl on your site
Reduce how often Google has to crawl your site by separating your Final URL from your tracking info. Ads with the same Final URL will reduce crawling on site.
Final URL
Ad #1
Ad #2
Ad #3
Ad #4
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Consolidate shared tracking information in one place
Account
Campaign
Ad group #1 Ad group #2
KW1 KW2 KW3 KW4 KW5
Account
Campaign
Ad group #1 Ad group #2
KW1 KW2 KW3 KW4 KW5
From: Destination URLs To: Upgraded URLs Use Shared Tracking Template at the highest level for tracking info
that extends to the rest of the hierarchy.
Available for: account, campaign, ad group
Main benefits: 1) You only need to make updates in one place, and 2)Edits to shared tracking template will not retrigger policy review*
*As long as edits do not alter the landing page content & comply with our policies, edits to shared tracking template does not impact ad serving
Final URL Tracking Info {lpurl}
Important Note: Moving your tracking information to shared will trigger policy review and reset ad stat. However, after this one time reset, any edits made to the shared tracking template will not retrigger policy reviews or reset stats.
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Specify tracking structure for your ads, keywords, sitelinks
Account
Campaign
Account
CampaignAd group #1
KW1 KW2
From: Destination URLs To: Upgraded URLs Use Local Tracking Template to set unique tracking structure to
keywords, ads or sitelinks
Lowest level of tracking template trumps those that are higher (i.e. keyword level applies vs. account
level when both are set)
Any edits to the local tracking template after the upgrade will retrigger ad review and reset
performance stat.
Ad group #1
KW1
Sitelink 2
Sitelink 1
Sitelink 1
Sitelink 2 KW2
Final URL Tracking Info {lpurl}
Important Note: Moving your tracking information to shared will trigger policy review and reset ad stat. However, after this one time reset, any edits made to the shared tracking template will not retrigger policy reviews or reset stats.
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New tracking features
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New ValueTrack Parameters
Use Custom Parameters to append your own unique tracking ids to entities that triggered the click
Use new ValueTrack parameters to populate AdWords assigned unique ids for entities that triggered the click
Custom Parameters for Upgraded URLs
Upgraded URLs offers access to new tracking information
Source: New ValueTrack Parameters
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{campaignid} AdWords assigns globally unique id for your campaign
{adgroupid} AdWords assigns globally unique id for your ad group
{targetid} AdWords assigns globally unique id for keyword, dynamic search ad, remarketing list target, and shows all entities that triggered the ad.
{loc_interest_ms} AdWords assigns globally unique id for geo-target of the location of the users interest
{loc_physical_ms} AdWords assigns globally unique id for geo-target of the users location
{feeditemid} AdWords assigns globally unique id for the feed item id of the extension that led to a click
Use ValueTrack Parameters to append AdWords ids:
New ValueTrack Parameters
Source: New ValueTrack Parameters
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{_mykwid}{_kwid}{_etc}
Assign your own unique id for your keywords
{_PromoType}{_etc}
Assign your own unique id for ad groups, campaigns, etc running a seasonal promo
Use Custom Parameters to append your own ids:
Key things to remember: Custom Parameters are indicated by an underscore. i.e. {_mykwid}. You can have up to 3 Custom Parameters per entity.
Custom Parameters for Upgraded URLs
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Benefits Automated* Basic Advanced
During the Upgrade
Ad performance statistics retained N/A Y N
No policy review triggered for ads N/A Y N
New ValueTrack and custom parameters can be added during the upgrade process without policy review
N/A N N
Following the Upgrade
Future changes to your tracking templates won't reset your ad performance data or interrupt your ad serving
N/A N Y
Reduced website load when new ads or keywords are under review
N/A N Y
Centralized URL tracking management N/A N Y
*Auto-upgrade will copy & paste your entire destination URL into final URL field. Since your destination URL contains cross-domain redirect(s) your ads will stop serving post auto-migration. Upgrade your URLs via basic or advanced methods.
Select Basic Upgrade if
retaining your performance stats
is the highest priority during the upgrade. Keep in
mind, future edits to local tracking template will
retrigger policy review
Select Advanced Upgrade if you
want to add new ValueTrack & take
advantage of shared tracking
templates
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1: Keep your Upgraded URLs identical to original Destination URL
Avoid: Adding new ValueTrack or Custom Parameters during the upgrade will be considered as an edit and will retrigger policy review & reset ad stat
2: Keep Tracking Template at the same level as URL
Avoid: Moving a local tracking template from ad level to shared tracking template at a higher level (ad group, campaign, account) will retrigger policy review & reset ad stats.
3: Use the Upgrade Tool, not the Ad Edit Menu
Avoid: Changing destination URL to Final URL from the ad edit window will be considered as an edit and will retrigger policy review & reset ad stat
Basic Upgrade
Basic upgrade best practices3 Rules to Avoid Retriggering Policy Review and Resetting Ad Stats:
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Advanced upgrade best practices
1. Evaluate your destination URL for cross-domain redirect and tracking parameters that can be used for your new tracking template
destination URL: http://tracker.com/redir?url=http://www.website.com&kwid=12345&ad={creative} cross-domain: http://tracker.com/redir? landing page URL (input into final URL): http://www.website.com tracking parameters: &kwid=12345&ad={creative}
2. Write a new tracking template using your updated parameters
tracking template: http://tracker.com/redir?url={lpurl}&kwid={_kwid}&ad={creative} {lpurl}: http://www.website.com {_kiwd}: custom parameter {creative}: ValueTrack parameter
3. Decide where to place the tracking template and any custom parameter values
tracking template: set at account, campaign or ad group levels {_kiwd}: specify at keyword level
Advanced Upgrade
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Do not forget!
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What to do...
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Group 1:Type: No Tracking in URL at any levelExample URL: http://www.eg.nlPreferred upgrade: Basic Bulk Upgrade or automated upgrade (in July)
Group 2:Type: Tracking parameters URL at keyword / ad group levelExample URL: http://www.eg.nl?campaign={campaignid}&label={_label}Preferred upgrade: AdWords editor Bulksheet
Group 3:Type: Cross domain trackings Example URL: http://tracker.redirect.com/redir?url=http://www.eg.com/example&ad={creative}Preferred upgrade: AdWords editor Bulksheet or API solutionAdditional: Check upgrade with 3rd party partners! Do not use bulk tools
There are 3 transition groups
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Upgrade examples
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Setup:
Preferred upgrade method(s): Basic Bulk upgrade
What will happen? All destination URLs are transferred to the final URL field without triggering an ad review (including sitelinks)
Next steps:No next steps - except when implementing tracking
Group 1: No tracking in URL
Remember!- Keep upgraded URL identical to original destination URL- Always use an upgrade tool (as described in this slide)
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Setup:
Preferred upgrade method(s): Bulksheet
What will happen? All destination URLs will transfer to the final URL field without triggering an ad review (including sitelinks)All existing tracking parameters will be moved to the tracking template field (including sitelinks)
Group 2: Tracking parameters in URL
Remember!- Keep upgraded URL identical to original destination URL- Always use an upgrade tool (as described in this slide)- Keep the Tracking Template at the same level as URL
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Example URL: http://tracker.redirect.com/redir?url=http://www.eg.com/example&ad={creative}
Action: Please contact your measurement partner.
Why?Necessity to integrate the cross domain url in the tracking template.
Has been worked out with all major 3rd party vendors - they have been informed about the steps that need to be taken.
Group 3 - Cross domain URL tracking
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Timeline
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Key dates & next stepsJuly 2015
Dest URL no longer editable & auto-upgrade starts
February 2015
Upgraded URL & Upgrade Tools available
Late Q3 2015
Auto-upgrade all dest URLs to final URLs will be complete
Q2 - Q3 2015
Actively work on upgrading your URLs and
implementing tracking templates where applicable.
Q3 2015
Ensure all your dest URLs have been
upgraded to final URLs* Upgraded URLs for AdWords for Video, Display-
specific targeting, Dynamic Display Ads will be rolling out in Q2 2015.
AdWords Editor v.11.1 will support Upgraded URLs - no date yet
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Next steps
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Consolidate shared tracking information in one place
Account
Campaign
Ad group #1 Ad group #2
KW1 KW2 KW3 KW4 KW5
Account
Campaign
Ad group #1 Ad group #2
KW1 KW2 KW3 KW4 KW5
From: Destination URLs To: Upgraded URLs Use Shared Tracking Template at the highest level for tracking info
that extends to the rest of the hierarchy.
Available for: account, campaign, ad group
Main benefits: 1) You only need to make updates in one place, and 2)Edits to shared tracking template will not retrigger policy review*
*As long as edits do not alter the landing page content & comply with our policies, edits to shared tracking template does not impact ad serving
Final URL Tracking Info {lpurl}
Important Note: Moving your tracking information to shared will trigger policy review and reset ad stat. However, after this one time reset, any edits made to the shared tracking template will not retrigger policy reviews or reset stats.
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Resources
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- AdWords Help Center Upgraded URLs - Full Upgraded URLs Implementation Guide
Resources
Thank You!
Appendix
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Setup:
Preferred upgrade method(s): Basic Bulk upgrade
Step 1: Go to the Adwords online - go to the Campaign or Ads tabStep 2: Select Edit > Upgrade Destination URLsStep 3: (Optional) - Preview changesStep 4: Select Make changes
What happened? All destination URLs were transferred to the final URL field without triggering an ad review (including sitelinks)
Group 1: No tracking in URL - Upgrade Path
Remember!- Keep upgraded URL identical to original destination URL- Always use an upgrade tool (as described in this slide)
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Setup:
Preferred upgrade method(s): Bulksheet
What will happen? All destination URLs will transfer to the final URL field without triggering an ad review (including sitelinks)All existing tracking parameters will be moved to the tracking template field (including sitelinks)
Group 2: Tracking parameters in URL - Upgrade Path
Remember!- Keep upgraded URL identical to original destination URL- Always use an upgrade tool (as described in this slide)- Keep the Tracking Template at the same level as URL
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Step 1: In AdWords, select the Ads or Keywords tabStep 2: Select Download, under advanced editing, check the box Columns - Include ID and action columns
Step 3: Open the .csv file. Change the following fields in the corresponding columns:Action: Add the word SETFinal URL: Add the destination URL without any of the tracking parameters (nothing after ?)Tracking template: Add {lpurl} and the tracking parameter (everything from the ? in the destination URL)
Step 4: Save the file. In the editor - go to the Ads or Keywords tab, select Edit and Upload spreadsheetStep 5: Select Choose File and select Upload and previewStep 6: Check the overview for errors, if all looks good press Apply changes
Group 2: Tracking parameters in URL - Upgrade Path
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Setup:
Preferred upgrade method(s): Bulksheet or API
What will happen? Please contact your measurement partner for upgrade details
Group 3: Cross domain tracking - Upgrade Path
Remember!- Keep upgraded URL identical to original destination URL- Always use an upgrade tool (as described in this slide)- Keep the Tracking Template at the same level as URL
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Other campaign types - DSA campaigns
Currently, dynamic search ads have destination URLs which really serve as tracking templates. With upgraded URLs, you dont need to supply a final URL since this is dynamically generated from your website. You can set the tracking template and custom parameters at higher levels (e.g., campaign, ad group).
If you want to set them at a lower level, there are two options.
To set a dynamic search ads tracking template or custom paramsEdit the Ad URL options:
To set a dynamic ad targets tracking template or custom paramsOn the Auto targets tab, click Columns to add tracking template and custom parameters, hover over the fields in the table, and click the pencil icon.
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Other campaign types - PLA / Shopping Currently, product targets have destination URLs which really serve as tracking templates. With upgraded URLs, you dont need to supply a final URL since this continues to come from your Google Merchant Center feed.
To set the campaigns tracking template and custom paramsWell be phasing out the Tracking URL for dynamic links and recommend setting the campaign tracking template using Campaign URL options.
To set the ad groups tracking template and custom paramsOn the Ad groups tab, clicks Columns to add tracking template and custom parameters, then hover over the fields in the table, and click the pencil icon to edit.
To set a product groups tracking template or custom paramsOn the Auto targets tab, click Columns to add tracking template and custom parameters, hover over the fields in the table, and click the pencil icon to edit.
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Other campaign types - PLA / Shopping
Starting July 1, 2015: Dynamic tracking URLs will be moved to the tracking templates API will no longer have access to edit the legacy fields Legacy fields will stop serving
Details on Shopping Compatibility Timeline:For accounts with Upgraded URLs enabled:
1. Dynamic tracking field will no longer appear in the UI2. If the dynamic tracking field was filled in, this content will now show in the tracking template (note:
until advertiser clicks edit > save, this URL will not be considered upgraded; this is to allow advertiser to ensure compatibility with any 3rd party tool).
3. If edits are made in the UI, this action will clear the legacy field and copy to tracking template (note: this action will be considered as an upgrade)
4. API is the only way to make edits to the legacy field
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Other campaign types - AdWords for video
TrueView campaigns running in AdWords for video campaigns will be upgraded automatically and no action is required.
Main differences: With the launch of upgraded URLs, there will now be three URL fields during TrueView in-stream ad
creation & editing. Display URL: Visible URL in your TrueView in-stream ad. Must have same domain as Final URL. Final URL: The final URL represents the actual landing page for your TrueView in-stream. The final
URL must be what the user sees in the browser bar after clicking on your ad. (optional) Tracking template: You can use the tracking template to specify tracking parameters
or redirects for your ads. AdWords for video will use this template to assemble the actual destination URL to associate with the ad impression. Unlike traditional Search and Display campaigns, TrueView in-stream ads do not offer
tracking templates at the campaign or targeting group level. Tracking URLs are only available at the ad level.
Further, tracking templates created at the account level in AdWords do not apply to TrueView campaigns in AdWords for video.
Advertisers can now also leverage custom parameters.
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Other campaign types - Mobile App Ads
Mobile App Ads
To Follow asap!