Upgraded URLsURL management just got easier

Adam Ohren

Agenda

● Overview & Benefits

● Final URLs

● Tracking Templates

● Custom Parameters & New ValueTrack

● Hierarchical Tracking

Overview & Benefits

Destination URLs Today

Combine two components● Landing Page: URL in a browser when

customers get to your landing page after clicking on your ad

● Tracking: redirects to third party tracking services, ValueTrack parameters, or custom creative IDs.

Destination URLs Today

http://example.com/store/redshoes?keyword={keyword}

Destination URL

Landing Page Tracking

Destination URLs Today

Adjusting tracking requires updating entire

destination URL

● Triggers re-review of URL

● Ads stop running during re-review

Introducing Upgraded URLs

http://example.com/store/redshoes

Final URL

{lpurl}?keyword={keyword}

Tracking Template

http://example.com/store/redshoes?keyword={keyword}

Destination URL

Introducing Upgraded URLs

● Final URL for your final landing page URL● Tracking template for tracking parameters

Upgraded URL Benefits

● Access to new tracking parameters

● No ad review & stat reset everytime you

update shared tracking

● Consolidate your URL info &

management at highest hierarchy

● Lower crawling load on your website

Final URLs

Final URL

Actual landing page for your ad, keyword, or sitelink

Final URL Fields

finalUrls[]finalMobileUrls[] finalAppUrls[]

● All possible URLs the user would see in the browser after clicking on ad

● Everywhere destination URLs are used

Final URL Guidelines

● No off-domain redirects

● Must match ad’s display URL domain

● Can contain ValueTrack or custom

parameters

Specifying Final URLs

AdWords UI

Specifying Final URLs

AdWords API

Ad

finalUrls

finalMobileUrls

trackingUrlTemplate

urlCustomParameters

[“http://www.example.com/promo/winter”]

Final URL Example

TextAd textAd = new TextAd();

textAd.headline = "Luxury Cruise to Mars";

textAd.description1 = "Visit the Red Planet in style.";

textAd.description2 = "Low-gravity fun for everyone!";

textAd.displayUrl = "www.example.com";

textAd.finalUrls = new string[] {

"http://www.example.com/cruise/space/"

};

textAd.finalMobileUrls = new string[] {

"http://mobile.example.com/cruise/space/"

};

Tracking Templates

Tracking Template

Optional tracking address that redirects to your final landing page URL

Tracking Template Field

trackingUrlTemplate

● If specified, used instead of final URL to track click and redirect to landing page

● Set alongside final URLs, or optionally shared at ad group, campaign, or even customer level

Tracking Template Field

Account

Campaign #1

Ad group #1 Ad group #2

KW1 KW2 KW3 KW4 KW5

trackingUrlTemplate

● Lower level overrides higher level

Tracking Template Guidelines

● Can redirect to another redirect, but final

landing page must match final URL

● Shared templates must reference final

URL using {lpurl} ValueTrack (optional

for non-shared templates)

Specifying Tracking Templates

AdWords UI

Specifying Tracking Templates

AdWords API

Customer

trackingUrlTemplate

“{lpurl}?campaign={campaignid}&label={_label}&creative={_creative}”

Tracking Template Example

Campaign campaign = new Campaign();

campaign.id = 12345678;

campaign.trackingUrlTemplate = "http://tracker.example.com/?season={_season}&promocode={_promocode}&u={lpurl}";

Custom Parameters & New

ValueTrack

New ValueTrack & Custom Params

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

New ValueTrack Parameters

{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. (currently search only)

For example, if you add a remarketing list to your ad group (criterion ID "456") and target the keywords ID "123" the {targetid} would be replaced by "kwd-123:aud-456".

{loc_interest_ms} AdWords assigns globally unique id for geo-target of the location of the user’s interest

{loc_physical_ms} AdWords assigns globally unique id for geo-target of the user’s location

{feeditemid} AdWords assigns globally unique id for the feed item id of the extension that led to a click

Examples of new ValueTrack Parameters:

Custom Parameters

Use Custom Parameters to append your own ids

{_season} Assign your own unique identifier for current season

{_promocode} Assign your own unique id for ad groups, campaigns, etc running a promo

Examples of Custom Parameters:

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 Field

urlCustomParameters

Account

Campaign #1

Ad group #1 Ad group #2

KW1 KW2 KW3 KW4 KW5

Specifying Custom Parameters

Campaign Level:{_label}

Creative Level:{_creative}

AdWords UI

Specifying Custom Parameters

AdWords APICampaign Level:{_label}

Creative Level:{_creative}

Campaign

urlCustomParameters

parameters[]

key

value

isRemove

doReplace

“label”

“WinterPromo”

false

false

BiddableAdGroupCriterion

urlCustomParameters

parameters[]

key

value

isRemove

doReplace

“creative”

“abc123”

false

false

Custom Parameters Example

Campaign campaign = new Campaign();

campaign.id = 12345678;

CustomParameter seasonParameter = new CustomParameter();

seasonParameter.key = "season";

seasonParameter.value = "spring";

CustomParameter promoCodeParameter = new CustomParameter();

promoCodeParameter.key = "promocode";

promoCodeParameter.value = "NYC123";

campaign.urlCustomParameters = new CustomParameters();

campaign.urlCustomParameters.parameters =

new CustomParameter[] { seasonParameter, promoCodeParameter };

Hierarchical Tracking

Shared Templates

Consolidate your tracking at the highest level

Account

Campaign #1

Ad group #1 Ad group #2

KW1 KW2 KW3 KW4 KW5

Account

Campaign #1

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

ad groupscampaigns

Shared Templates Benefits

● Manage tracking for many entities in a

single location

● Editing shared template doesn’t trigger

editorial review or stats reset

Local Templates

Specify overrides for your keywords & sitelinks

Account

Campaign #1

Account

Campaign #1Ad group #1

KW1 KW2

From: Destination URLs To: Upgraded URLsUse Local Tracking

Template for parameters that are unique to

keywords or sitelinks

Lowest level of tracking template trumps those

that are higher Sitelink 2

Sitelink 1

Ad group #1

KW1 KW2 Sitelink 2

Sitelink 1

Resources● Upgraded URLs https://developers.google.

com/adwords/api/docs/guides/upgraded-urls

● Migration Guide https://developers.google.com/adwords/api/docs/guides/upgrade-destination-urls