Final Countdown: Are You Prepared for Google Adwords’ Big URL Change?

Lorna Gill Posted by Lorna Gill

Google’s Adwords Upgraded URLs day is almost here. Are you prepared?

Google will roll out its Adwords Upgraded URLs change this week (July 1st), and if you’re not ready for the change, today is the time to take action: after this date, tracked Destination URLs will not exist in their current form.

What Do I Need to Do Now?

1. If you’re using auto tagging, you don’t need to do anything – everything will be migrated over to the new system automatically. You won’t, however, be able to create new Destination URLs, so be aware that anything you add will need to use the new Upgraded URLs format.

2. If you wish to preserve your ad’s stats, you can change the URLs manually using Google’s basic method before July 1st or just wait for Google to carry it out for you. If the idea of resetting your ads’ stats doesn’t bother you and you want to make the most of Upgraded URLs, you can use the advanced upgrade method below to move them manually.

3. If you’re using URL tracking via third parties, dynamic tracking, cross-domain redirects, or ValueTrack parameters, you’ll need to change all your destination URLs to the new system manually before Google automatically switches everyone over to the new system. If you don’t do this, these URLs will stop service in a few months’ time, meaning your campaign could be left in the dust.

How to Move Your URLs Across Using the Basic Method

1. Export your ad URLs in a spreadsheet using the bulk upload tool.

2. Separate the tracking elements from the landing page URLs in your spreadsheet.

3. Re-upload your spreadsheet using the bulk upload tool. Now your ads will be updated with final URLs and tracking templates.

How to Move Your URLs Across Using the Advanced Method

1. Remove all tracking parameters from your existing destination URLs.

2. Decide upon and create a tracking structure to implement across your account, campaign or ad group from your existing destination URLs. This will change according to the elements you have in your tracking, for example, if you have url, kwid, and ad elements in your tracking URL, these will need to be moved across to the new tracking template as custom or ValueTrack parameters.

3. Decide whether you’ll implement your tracking template at the account, campaign or ad group levels and apply them accordingly.

(Main image credit: Google)

About the author

Lorna Gill
Lorna Gill
Lorna is responsible for acquisition marketing at Adthena, communicating their award-winning product and generating demand. She has developed her career in fast-paced, start-up environments, including two tech track 100 companies and is passionate about translating technical information into stories that excite and delight.