Are You Ready for Upgraded URLs?

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The countdown is on to move your AdWords account over to Upgraded URLs. Google announced the new system in February, with a roll-out on July 1, 2015. Are you ready for the change? Sarah McCay takes you through the steps to ensure your campaign continues seamlessly

According to Google, the new Upgraded URLs offer a ‘faster and easier way to manage your URLs in AdWords.’ The system enables AdWords users to manage their landing page and tracking information separately, using the new ‘final URL’ and ‘tracking template’ fields.

This all sounds great, but it doesn’t happen automatically – well, some of it does. But you need to take action between now and the end of the month to ensure your account continues to function correctly.

The change-over takes place on July 1, 2015. For those who have already updated their URLs no further action is required. However, if you haven’t upgraded yet, this is what you need to do:

Create New URLs

From July 1, you will no longer be able to create or edit Destination URLs. All new URLs will need to be created using the new Upgraded URL fields.

Check Cross-Domain Redirect URLs

Destination URLs will be automatically moved to the new final URL field for any ad groups in your account that do not contain cross-domain redirect URLs, for example, those redirecting to a site other than your domain. Account managers can use either the basic or advanced method in the Upgrade Guide, but remember to upgrade both paused and live URLs.

However, don’t worry. AdWords will send you an alert on any ad groups that have not been upgraded. Just check your AdWords account for the message.

Meet The Deadline

Be warned, Google says that any ads with destination URLs that have not been updated to Upgraded URLs will stop working eventually. Google will alert account holders 30 days before their ads stop serving. Again, make sure to check your account for the alert.

Upgraded URLs – Questions Answered

Do you need to upgrade if you don’t use URL tracking, only auto-tagging? No, Leo Sei, product manager, Google AdWords, says you can wait for the auto-upgrade starting July 1. Google will then automatically move destination URLs to the new final URL fields and reporting columns will be updated to reflect this.

Which URL types are affected? URLs containing cross-domain redirects, the “{copy}” ValueTrack parameter, tracking parameters using “{}” that are not an AdWords ValueTrack parameter, or a domain different from the one used in the ad’s display URL will all need to be manually updated before July 1.

Will ad stats be reset? Provided you have upgraded your URLs your performance stats will be retained. However, if you have used the advanced upgrade method this will let you use new tracking templates and the ValueTrack parameters.

What if I use dynamic tracking in my URLs? According to Leo Sei you will need to manually upgrade your URLs using the basic upgrade method before July 1.

News brought to you by BidCops – providing Google AdWords tools for pay per click advertising.

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