New Google Display url transition your ads
Hi, my name is _____ and I am part of Google’s Display URL Transition team. We are thrilled to announce that we will be rolling out a new feature that will allow advertisers to set their own branded display url at the Campaign level. The reason this is so important for us is because it was one of the most requested features by our customers and we want your feedback! You can navigate back to this blog with the link below if you want to find out more information or share your thoughts with us.
https://blog.adwords.google.com/2017/01/google-display-url-transition.html
Issue: The experience of setting and promoting branded display URLs has been a little tedious so we’re trying to make it much easier! The other thing is that the URLs you set aren’t actually applied to your accounts, they are just set in a general location in Google Ads that you can use to convert clicks from the GDS into your real URL, so we want this all to happen for you automatically whenever users arrive at your website from Google Ads.
Early Results: We are currently in a private beta but we’ve already noticed that once advertisers set their display url, more customers are converting. Not only does it help your customers find you easier, but it makes for a better user experience. In fact, some advertisers have seen up to an 6% increase in conversions!
How the New AdWords Display URL Transition Feature Works:
Advertisers will now be able to set and automatically apply a branded display URL at the Campaign level. The Display URL we are rolling out will be a branded redirect URL. This means that when users click on your ad and arrive at your website, instead of navigating to the destination page you set, they will automatically be redirected to your redirect URL.
Here are some of the benefits you can receive by using this new feature:
• Increased Performance: Better user experience results in increased conversions.
• More Value and Control: You control all the aspects of your campaign and display, no matter if it is landing page design, call to actions, or hyperlinks- we just provide simple tools so you can easily manage these aspects.
• The brand you want: Brand your campaigns with the branding of your preference.
Direct Link to the Blog Post: https://blog.adwords.google.com/2017/01/google-display-url-transition.html
If you have any questions, or if there is anything else we can do for you, please send us an email at adsupport@google.com and we will get back to you as soon as possible.
Thanks and happy advertising,
Team Google Display URL Transition
PS. Check out this blog for more information about this awesome new feature: https://blog.adwords.google.com/2017/01/google-display-url-transition.html
Issue: You should try to figure out whether your search ads have been impacted by this update. If the advertisements are not performing as well as you expected, it could be because of this change. It is hard to imagine that Search Ads would be impacted by this update since the destination URL is not a factor in an Ad Rank calculation.
Early observation: The change in policy around display URLs is likely to affect advertisers paying for branding-focused campaigns. It might become harder for advertisers to get good performance from branding campaigns, and Google has opened up the possibility for its own product pages to show ads more frequently.
How to determine if you have been affected by this change: (Advanced) If you have been paying for your branded display campaigns in AdWords, it is likely that Google has added a trailing “/brand” to all of your domain names. For example, if you were using www.apple.com as a display URL, after this change the URL would be www.apple.com/brand . To find out whether this has happened in your account, run an Ads Performance Report and sort by Domain Name > Click Path Detail > All URL Components:
If you see brand extensions on all URLs in the report, then you have been affected by this change. You can use the direction arrows to reveal the final destination URL in each case. You may also see your branded display URLs in the Destination URL column:
Other interesting observations: We have yet to find any mention of this update on the Google Ads help pages. It makes sense for this change to be made, but as with all updates denoted by a cryptic message, it leaves us with more questions than answers. It would have been useful if advertisers could have been given a heads up before having their accounts changed without their consent.
Edit 2017-03-14: Google has now added a knowledge base article: https://support.google.com/adwords/answer/6153352?hl=en
What does this mean for Advertisers? The search ads landscape has changed and it is difficult to know how this will affect advertisers. It seems unlikely that there should be a change in performance for search ads, but we will have to wait and see. It is unlikely that the change in display URLs is a precursor to the AdWords changes expected in mid-2017: towards more audience targeting, less keyword targeting. However, we cannot rule out that this change could point towards a future where Google decides which display URLs are most relevant to its users, since some advertisers may only want their ads showing on branded search queries.
Conclusion: Google has made some adjustments to the display URL policy in the AdWords interface. This change will affect the display URLs shown in AdWords for any account that has been paying for branded display campaigns. In some cases, all of an advertiser’s branded domains have been changed to include a ‘/brand’ trailing string. If you have any questions about this change please contact us on https://support.google.com/adwords/troubleshooter/7382465?hl=en
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