URL Setup and Tracking Tokens

A video overview of URL and tracking tokens setup.

Introduction

A quick video overview of URL setup, and the difference between Keyword URLs and Ad URLs.

Plus, get started with URL tracking tokens.

Video: Quick start guide to URL's and Tracking ID's

TRANSCRIPTION: This video will give you a quick overview of keyword and ad URLs, and a starting guide to URL tracking tokens. You may have noticed in the keyword setup, you have fields to add your keyword level final URL and a mobile variation if different. At the ad setup stage, you also have similar fields for URLs. So what's the difference? The ad level URL is mandatory in the ads interface, as all ads have a URL field in their format. The ad URL is used only if you don't use a keyword URL, as it then becomes the default. Display URL path 1 and 2 are also specified in the ad URL fields. Tokens can be used here, and these can also contribute to more relevant ads. However, if a keyword URL is used, this takes precedence over an ad URL since it's more specific and will likely be a better experience for users. Keyword URLs enable you to send visitors to a dynamic landing page that's matched to that keyword. This is more relevant and more likely to convert. Since we're also producing super-targeted campaigns with speed PPC, it also helps to have tracking at a keyword level URL for the most actionable data. So your keyword level URL is where you'll add your tokens in most cases and will be the most important in your campaign build. Whereas the ad URL in most cases simply satisfies the ad platform's requirement for an ad URL in the format. So let's zero in on keyword URLs. These are auto-generated for each keyword, so tracking can be very specific to get the most data from your tracking program. Firstly, start by entering your landing page protocol and URLs. If you have a separate mobile landing page, you can enter this URL too. If not, keep the same. To add tracking tokens, you can right-click in the URL field. You'll then see available tokens for insertion. Through this, we've added a keyword tracking ID, which is the TID token, simply standing for tracking ID. We need to add characters between this and our main URL, so the browser recognizes these as tracking parameters, rather than part of our destination URL. We've added forward slash and question mark, denoting parameters added after it. The forward slash is not always needed. Test the URL in a browser to be sure. You can add the field the token should map to, which can vary depending on tracking program. Here's an example, with keyword ID equals added before the token. The tracking ID can be started at a particular number if the build is a continuation, and increments can also be changed per keyword, including on match type. While TID is your keyword tracking ID, there are also add group and add IDs available. You can also add typical UTM parameters relevant for Google Analytics. Here's an example of what it may look like. We recommend also referring to Google's resources further if UTM parameters are relevant for you. Mobile URL can then be the same parameters, or you could tailor URL tracking differently. For example, here we've simply added mobile to the campaign parameter. Once you've added your keyword URL tokens, there's no need to repeat in the ad level URL under ad setup, though it's okay if you do too. The keyword URL will be used, so the ad URL can have your landing page without tokens. If you remove your keyword URL later, then still include ad level tokens. Tracking URLs can vary depending on the purpose and programs you're using. Please check out our advanced resources too, or contact us with any specific queries. Thanks for watching. 
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