What is the best way to update Adwords final URLs if I'm moving to a new CMS?
-
Hi there - One of my clients is redeveloping its website. That means, the domain is remaining the same, but the whole site is being rebuilt in wordpress so all the adwords final URLs need to change OR be redirected.
There are 550 live adgroups and 3400 ads.
We haven't set up tracking.
I can't find anywhere what the best thing to do is in this case. The key issues seem to be:
1. 301 redirects - given we have to do these anyway as part of migration, this seems to be the easiest path as Google is ok about redirects as long as they don't go to a different domain. From what I'm hearing, you don't get adversely impacted in terms of quality score etc. This has the huge advantage that you don't have to edit the ad therefore no loss of statistical history or risk of downtime whilst you wait for approval. HOWEVER, there is some concern that if you then redirected again IN THE FUTURE, the redirect might not work (in some browsers) or cause a loop. I'm also concerned that it's messy to leave it like that (ie: with the wrong URLs throughout).
2. Buik updating ads - I don't think this is an option as if you bulk download and then reupload, Google will see this as a new ad, and delete all the statistical history - I'm also concerned that that WOULD impact quality score as you'd be starting from scratch!
3. Changing each ad individually - as far as I understand you'd have to create copies of all the ads (so that you keep the history of the old ones) and effectively create new ones with the correct URL - one by one. You end up with a messy account (a lot of paused ads) but you keep the history? This is obviously the most time consuming and I can't see a way of avoiding ads having to go in for approval again, given the urls are all different, so you'd have to do this a an ad level, not an adgroup/campaign level etc.
People redevelop their websites (without changing domains) all the time. It seems strange that no one is mentioning this problem! Any ideas?!
Many thanks
-
Hi,
From your question I have concluded that you are worrying about QS after changing final URL so here is answer from Google.
"Quality score is primarily based on predicted CTR, ad relevance and landing page experience. Creating a new ad (with new Ad ID) with the same keyword, creative, landing page and device would therefore not affect the quality score."
You can use AdWords editor to complete the upgrade.
"Stats history are not lost because the removed ads are still in the adgroup. There is no impact on reporting at ad group or higher level. The only impact would be when looking at the ad ID level, you will now have stats for 2 ad IDs (one for the past, one for the new)."
You can also watch this video @ https://www.youtube.com/watch?v=IQBR_LT7pS4
it is about upgrading URL from destination URLs to Final URL but you will get answer of all your question.
Hope this helps.
Thanks
Got a burning SEO question?
Subscribe to Moz Pro to gain full access to Q&A, answer questions, and ask your own.
Browse Questions
Explore more categories
-
Moz Tools
Chat with the community about the Moz tools.
-
SEO Tactics
Discuss the SEO process with fellow marketers
-
Community
Discuss industry events, jobs, and news!
-
Digital Marketing
Chat about tactics outside of SEO
-
Research & Trends
Dive into research and trends in the search industry.
-
Support
Connect on product support and feature requests.
Related Questions
-
Adwords disapproving ads with the word "Jewish"?
Hi guys, I do marketing for many nonprofits, and one of my clients is a Jewish women's organization. In the past week or so, Google has started disapproving ads and keywords that have the word "Jewish" in them. I know Facebook got called out recently for allowing people to target based on anti-Semitic sentiments, so I'm wondering if this is just Google's terrible execution of caution. It's telling me that keywords with the word "jewish" in them (like "jewish women's organization in boston" is derogatory or dangerous). I've asked for Google's help, and they've been incredibly slow to respond. Is anyone else facing this with other religions or content? Natalie
Paid Search Marketing | | newwhy1 -
Adwords: Decrease mobile bid for only certain ad groups?
In one of my AdWords campaigns, I've noticed that certain ad groups consistently convert twice as badly on mobile devices as other ad groups do. Is there a way to adjust mobile bidding only for certain ad groups, or can you only control this campaign-wide?
Paid Search Marketing | | UnderRugSwept0 -
AdWords Negative Keywords
Hello community! I got a bit stuck with negative keywords management today! I have updated the negative keyword list and as it can be shared among all my active campaign I put it into the shared library. But when I downloaded the recent changes on Editor I can't get to see the new negatives and I can't check their match types. Do I have to upload the list on Editor for each campaign? Thanks
Paid Search Marketing | | PremioOscar0 -
Potential problems with multiple users of an adwords MCC
Morning all, I have had a query regarding granting access to an MCC account for people using various platforms. Now this a pretty specific query for an area outside my expertise, and conveniently both our PPC guys are on holiday so thought i would reach out to the community. Full request is this: "On the mcc I am slightly concerned about that, from experience I have run into problems especially with granting access for usage of API’s on an account, so if for example we wanted to use marin they would need access then another wanted to use adobe they would need another and if they are all sat under the SSM teams mcc that could be problematic or we would have to set up another." Any help would be appreciated. Thanks, Tom.
Paid Search Marketing | | Sarbs0 -
Is there any reason to add the word "buy" to our Adwords keywords?
Was having a discussion with someone so I am going to write this up as neutral as possible and let you guys decide. We have a large keyword list and they are all setup as phrase. Should we go back and add the word buy in front of all those keywords? Even though they are setup as phrase already. Example: "Widget" (as a phrase) Should we go back and add "Buy Widget" as a keyword?
Paid Search Marketing | | EcommerceSite0 -
Best way of handling top level domains (with a local twist)
Hi There, We're about to develop a new website for a small company who operates in both New Zealand and Australia. The company has a foot in the door with major Australian distribution so is keen to build their brand there - almost all of the marketing budget will go into Australia this year. 1. Domains and websites: We're thinking of using separate country domains (.co.nz and .com.au) along with the CMS to create 2 sites that will have: Content common to both countries and sites (about, story, product info) Country specific content (contacts, tastings, competitions and other promo) Headers and footers of each page will contain different content for each site I guess we're worried about creating a duplicate content issue as both sites will have several pages that are identical (although different info will be in the headers and footers on every page). Also, using www.brand.com/aus might not be a great option (perception-wise) when the competition will be using .com.au. And creating and maintaining different content for both sites will drain too much budget away from Adwords and marketing. 2. The effect on SEO and Adwords: If the www.brand.com/aus approach is simply better, are there any implications if all the advertised domains (especially in Adwords) redirect like this?
Paid Search Marketing | | cmscss
www.brand.com.au -> www.brand.com/aus
www.brand.co.nz -> www.brand.com/nz How would everyone recommend approaching this? As you can tell, we're a bit unsure and want to get this right from the start - any pointers in the right direction would be very much appreciated. Cheers Ben0 -
Poor performing adwords account - would a new account on a different subdomain be a good way to start a fresh?
Hi We have a client who has a poor performing adwords account and has suggested starting a new account with a different gmail account, different card details and a different subdomain. More specifically we will be using unbounce to create landing pages. I was wondering the following: Will Google be able to relate the new account to the old account? If so will they then use the old accounts history with regards to quality score etc...? The keywords being targeted are in and around "email marketing" which is highly competitive - would a new account struggle at first and need to bid excessively high because of lack of history? They have a high budget - does this affect how quickly and how Google looks at an account - will they get priority? Would it be better to scrap this idea and pause the old campaign and start new campaigns in the same adwords account? Would it be better to scrap this idea and repair the existing campaigns/ad groups? Keen to get people's thought's on this one as I can't seem to find a clear cut answer from the web. Thanks Anthony
Paid Search Marketing | | Tone_Agency0 -
AdWords *free* vouchers hurt SEO?
Maybe it was the penguin, or maybe it was Panda, but around about the time of the three updates close together and the rumoured 'parked domain' update that went wrong, I used a free adwords voucher. The site in question used to rank for practically every search term relevant to the niche. Now, I can search back to 60 pages in Google results and nothing. Now, I know its not been de-indexed, it still there when I search for info:TheDomainInQuestion.co.uk It also has 6 site links when searching for the url alone. Each and every page is hand written original content built up over many years and also edited and updated regularly. On linkdetective, I have a very nice rainbow type graph regarding the type of links and also a very very good spread of anchors. 118 different phrases pointing in and aside from one site that linked to me sitewide (16000+ but since removed and now down to 3300 and dropping almost daily). Even with that, the highest percentage of anchor text was 20%. Basically, gone through practically everything that is available on the web about combating penguin and panda, yet the site kept dropping and has disappeared completely for keyword phrases. Might sound a bit paranoid, but could Google have done this on purpose to try to make me carry on with adwords?
Paid Search Marketing | | NinJaSkrtel0