Why use the Google URL builder?

Why use the Google URL builder?

31.Oct.2021

When it comes to marketing, there are lots of ways you can use different tactics for conversions.

One example would be the simplest way to get more conversions in your AdWords account: by gaining Knowledge Panels. We all have seen them when searching for an item or service on Google, and often they include a link back to the website that is promoting whatever product or service is being searched. This goes along with the main goal of any marketing campaign.

There are also other methods that can help drive more traffic, which ultimately will lead to more conversions. For instance, adding UTM parameters into links that point directly towards campaigns or pages within your website/app/etc… that you want users to take action on can help track conversions much easier. This is especially true when you have a multi-channel strategy going on, or if you have multiple traffic sources.

If you use Google Analytics, UTM parameters can be added to your links that allow you to track things like the source (e.g., facebook), medium (e.g., cpc), and even campaign name (e.g., holiday_sale) of all the visitors who clicked on those links adding UTM tags, as well as several other pieces of information such as the keyword used and the landing page they finally landed on). One of the best parts about adding UTM variables into your links and ads is that they are completely customizable — there’s no one size fits all method here; rather, you have control over what you do with them.

The only thing that can give marketers a little problem is that they don’t want to have a super long URL string of UTM variables, so sometimes people might choose not to use it all. But the main question here is this: If you know they need to set up UTM parameters, how would one go about doing so?

 

Google has an answer for that, and their answer is the Google URL builder . Using the Google URL builder makes setting up those UTM parameters easy as 1-2-3 (not sure if anyone still says that anymore…). Just put in your website URL and select the campaign source (e.g., facebook), medium (e.g., cpc), and any other campaign-related information (e.g., holiday_sale, sponsored, or promotion). You can even use Google’s URL builder to create sub-URLs within the main URL you are creating.

To use the Google URL Builder, follow these steps:

1) Go to Google's URL builder tool .

2) Enter your website address in the first box. The second box will automatically populate with suggested link building ideas based on your first entry. If however you want to change it up at all, there is also an option for 'Custom'. Simply enter the full destination url of the page you want to promote into that second box (this should be one that already exists on your website, not the homepage).

3) Next enter the campaign information. You can choose to use an existing one or create a new one by entering it into the 'Campaign Name' field. The next section, 'Campaign Source', is where you would select Facebook (or any other social network for which you want to link back to), and then copy/paste your tracking code from that service into the adjacent box. Repeat this step for a Medium, Campaign Content and/or Campaign Term if desired. Click 'Submit'. This will generate a new URL with all of your key terms in place ready for pasting on Twitter, email campaigns or wherever else you may need it!

If you have more than one website, simply repeat these steps as necessary.

The one thing to be aware of is that if you have a longer URL string, it could potentially be breaking up the link itself sending users to a 404 error. I’m not saying this will happen for sure, but you might want to take steps so as not to risk running into any kind of KPI issues. For example, just leave out medium or campaign information that won’t affect the overall outcome.    

Possible KPIs: Sales revenue from advertisement campaigns; Increased social engagement with marketing efforts; Lowered cost per acquisition due to advertising campaigns being more effective.

Message me if any clarification needed! [end article]

 

1) Google has an answer for that, and their answer is the Google URL builder.

2) Using the Google URL builder makes setting up those UTM parameters easy as 1-2-3 (not sure if anyone still says that anymore…). Just put in your website URL and select the campaign source (e.g., facebook), medium (e.g., cpc), and any other campaign-related information (e.g., holiday_sale, sponsored, or promotion). You can even use Google’s URL builder to create sub-URLs within the main URL you are creating.

3) The one thing to be aware of is that if you have a longer URL string, it could potentially be breaking up the link itself sending users to a 404 error. I’m not saying this will happen for sure, but you might want to take steps so as not to risk running into any kind of KPI issues. For example, just leave out medium or campaign information that won’t affect the overall outcome.

4) If however you want to change it up at all, there is also an option for 'Custom'. Simply enter the full destination url of the page you want to promote into that second box (this should be one that already exists on your website, not the homepage).

5) The next section, 'Campaign Source', is where you would select Facebook (or any other social network for which you want to link back to), and then copy/paste your tracking code from that service into the adjacent box. Repeat this step for a Medium, Campaign Content and/or Campaign Term if desired. Click 'Submit'. This will generate a new URL with all of your key terms in place ready for pasting on Twitter, email campaigns or wherever else you may need it!

6) If you have more than one website, simply repeat these steps as necessary.

7) The one thing to be aware of is that if you have a longer URL string, it could potentially be breaking up the link itself sending users to a 404 error. I’m not saying this will happen for sure, but you might want to take steps so as not to risk running into any kind of KPI issues. For example, just leave out medium or campaign information that won’t affect the overall outcome.

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