Have You Upgraded Your Google URLs Yet?

June 22, 2015

Digital Marketing ChannelAdvisor By ChannelAdvisor

Change is upon us and if you haven’t been tracking the news from Google, you may have missed that Google will require the use of Upgraded URLs — which means you have work to do if you use tracking parameters. So, here is the CliffsNotes version of the details you need to meet the requirements by July 1st when the changes go into effect.

Oh, and if you’re a ChannelAdvisor customer, we’ve got you covered. You don’t need to make any changes  to be compliant on July 1st.  So, breathe a sigh of relief and read below to learn what the required changes are and why Google wants them. Now, to the details…

If you don’t use URL tracking, then you can let Google automatically upgrade your URLs to be compliant. (Google will just move your Destination URLs to the Final URL field.)

  • Upgraded URLs will replace Destination URLs.
  • Upgraded URLs will have two parts: 1) a Final URL, which will take your customers to your landing page and 2) a Tracking Template, which would contain any tracking or routing parameters that you need.
  • Tracking Templates will allow you to efficiently apply the same tracking parameters to many ads at the same time. They also give you the benefit of not requiring your ads to be reviewed when you make changes, and you don’t lose valuable performance data when your URLs change.
  • If you don’t use URL tracking, then you can let Google automatically upgrade your URLs to be compliant. (Google will just move your Destination URLs to the Final URL field.)
    • Here are a few other conditions that disqualify you from the auto-upgrade mentioned above: cross-domain redirects, tracking that uses brackets ({}) or a different domain than your display URL.
  • If you don’t qualify for the auto-upgrade, then you’ll need to manually change your URLs to be compliant.

What happens on July 1st?

A few things happen on July 1st:

1. Destination URLs can’t be edited or added.

2. Destination URLs will be automatically moved to your new Final URL field by Google, as long as they don’t contain redirects that route through another domain.

3. If you don’t have the Final URL field populated, then you’ll start to get alerts from Google that inform you that your ads will stop showing in 30 days.

Don’t risk having your ads taken down! Read up on this information from Google to learn more if you think that you might be affected.  Again, ChannelAdvisor retailers can file this information in the “nice-to-know” category and continue with business as usual since we’ve taken care of this requirement on your behalf.

 

Blog post by Rachel Miller, senior product marketing manager, ChannelAdvisor


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