Information - Upgraded URLs Google

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New Google policy regarding change in landing URL.

Transcript of Information - Upgraded URLs Google

  • Upgraded URLs

  • Google Confidential and Proprietary

    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!