As an advertiser online, you are well aware of the constant regulations and policy changes that occur on a regular basis. The newest roll out in effect as we speak for AdWords participants is the Mandatory Destination URL Migration. You all have received the notification stating your ads will stop running on March 25th unless you migrate your destination URLs. Now as an advertiser, you may be in panic mode if you have not already migrated.
It would be very understandable to be stressed out for this AdWords update especially if you have no idea what they are talking about. So let’s begin explaining exactly what is occurring within your AdWords platform regarding this new update.
In the past few months the Destination URL you were using as part of a larger Landing Page option, and you were given the choice to select a destination URL or final URL. This choice would then tell Google where to direct users via landing pages once the ad was clicked on. However, this is no longer the case and you’re only given the option to implement a final URL.
If you have been creating new ads or just started your online advertising in recent months, you are most likely already using the final URL and have nothing to worry about. If you do not fall in that category and have yet to migrate, Google gives the following explanation what will occur on the 25th.
Ads and sitelinks will be permanently marked Removed and stop serving.
Destination URLs for your keywords will be removed.
Clicks on your ads for these keywords will go to the ad’s landing page.
You’ll need to set up new landing page URLs.
They also explain that in some rare cases your destination URLs will automatically upgrade, however this is not definite and you should not rely on that happening. You have a few options for this mandatory migration in regards to your account. The first option which many of you may have already done, would be to go in and perform the switch yourself. The only downfall to this would be losing all previous historical data of your ads after making the change from destination to final URL. Obviously this option is not beneficial in any way except adhering to Google’s new guidelines.
Thankfully, Google knows how important ad data is for all of us and are willing to help. If you contact Google, they will actually go in and perform the migration for you. This goes for single accounts or even MCC’s with any number of accounts associated with it. By allowing the Google AdWords Migration Team to migrate everything over, you will not lose any of the ads valued historical data and the migration will be effortless for you.
What are your thoughts on this policy change? Contact our Google AdWords and PPC specialists if you have any questions or concerns.