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Should you jump on Google’s Upgraded URLs early? YES!

Published: June 10, 2015

Author: Sean McEntee

The deadline for adopting Google’s Upgraded URLs is quickly approaching. (For those of you who don’t know, the deadline is July 1.) But what are you waiting for? The benefits of upgrading are many; we’ve seen success with them already.
Per Google, upgrading the URLs makes the experience better for everyone, with the following benefits:

-Google gets to crawl sites more efficiently.

-Users get decreased load times and more accurate ads.

-Advertisers get easier tracking management and new (and custom!) tracking parameters, and ads don’t have to be reviewed every time tracking is updated.

As for us, we’re loving these changes:

Easier Approval

The ability to change URL tracking without resetting ad history is killer. Upgraded URLs make tracking ad performance much easier. Now we can consolidate data to a single creative, which easily beats the old way of splitting the data in each instance a URL is changed.

Consolidated Tracking

Most accounts can use a single tracking template at the account level if you set up with the correct Value-Track parameters. There are still additional Value-Track parameters, though: Campaign ID, Ad Group ID, Location info, (and many more) are all now able to be pulled in dynamically. This also reduces necessity for campaign, ad group, ad, or keyword-level tracking for most situations.

Smoother Landing Page Changes

Making landing page changes (Final URL) for similar-themed keywords is much easier in UI and Editor, and it doesn’t reset your ad history!

Super-easy upgrade process

Not only can you reap all of those benefits, but the upgrade process itself is completely painless! All you have to do is select all ads or keywords -> Upgrade URLs.
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Are you using Upgraded URLs already? Let us know what your favorite feature is!

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