Google AdWords is an ever-changing platform that updates regularly to make generating traffic to your website easier. A couple months ago, AdWords introduced Upgraded URLs, which simplifiy the usage of destination URLs and tracking parameters. With the new Upgraded URLs feature, it’s easier for marketers to define their destination URL and tracking parameters, and it allows them to keep all the statistical data in one place.

What are the overall benefits of having Upgraded URLs?

  1. This upgrade allows for users to have all tracking information in a central location and allows for users to make changes in one place instead of using a third party. Before, in order to track, one had to use a third party and get data from Google Analytics. Now, the data is all in AdWords.
  2. You can make changes in one place and apply the updated changes across the entire campaign – from the campaign to the keywords. This allows the user to make changes on a broad scale or a granular one, meaning a user can still update the URLs on the campaign, keyword or sitelink level.
  3. When changing a URL, the ad statistics no longer reset – meaning all of the history and statistical data remains intact once a change is made.

What does this mean for supply chain management and other related industries?

These changes impact all industries. On a supply chain management industry scale, users can have more of an impact on industry related keywords and ad copy. If the campaign group is inventory management, for example, now the user can update the URLs for that campaign in the keywords and the sitelinks to be more specific and relatable for visitors. This impacts visitors due to the relevance of the display URL and ad copy. If the ad copy discusses inventory management as it relates to demand planning for a business, the visitor will only see the www.inventorymanagement.com URL, but the ad will send them to the relevant landing page of www.inventorymanagement.com/demandplanning, for example.

Syncron is utilizing these update changes in our current campaigns that are specific to products. With the Upgraded URLs, we’re able to send keywords and ad groups to specific pages by using the final URL feature. So, if we have an “inventory planning” keyword in our Global Inventory Management ad group, we can set that keyword’s destination URL to https://www.syncron.com/en-GB/solution/global-inventory-management/inventory-planning/ instead of sending it to the overall ad group’s final URL, https://www.syncron.com/en-GB/solution/global-inventory-management.

How are the updates impacting Syncron’s paid search performance?

This has allowed Syncron to give individuals searching for industry related keywords a better experience through AdWords because they’re able to search for a specific keyword, see our ad and go to a page that is directly related to their search. This new update improves our overall statistics, and it is becoming easier for us to determine what ad copy and what URL works best together.

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