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How to upgrade your URLs

Starting March 25, 2016*, ads or sitelinks still using destination URLs began to stop showing.

* Dynamic display ads and Lightbox ads aren't impacted by this change and will continue to show until further notice. Starting on April 11, 2016, you won't be able to edit destination URLs for dynamic display ads. You’ll receive an email with instructions on next steps when these ad formats are eligible to upgrade.

Tracking important information about your campaigns and executing changes quickly are important to the success of your ad campaigns. That's why we're improving URL management to help you manage and track information about each click on your ads. With Upgraded URLs, performing these tasks becomes faster and easier, helping you:

  • Spend less time managing your URL tracking information
  • Reduce how often Google crawls your website
  • Take advantage of new ValueTrack and custom tracking parameters

This article explains URLs upgrades.

What are Upgraded URLs?

Today, ad and keyword tracking in AdWords relies on a destination URL that contains a landing page URL and tracking parameters. Upgraded URLs offer a simpler way to manage these tracking details, letting you manage shared tracking templates at the account and ad group levels. You'll also use two new fields to manage your ad URL and tracking information:

  • One field for your ad's final landing page URL
  • One field for tracking template parameters

Upgraded URLs also introduce changes to our advertising policies and your available tracking and reporting options:

  • Ad final URLs will now need to match the domain of your display URL, or your ad may be disapproved. Your final URL can still contain redirects within that domain.
  • The "Destination URL" column will be renamed to "Final URL" in your AdWords reports.
  • Support for the {copy} ValueTrack parameter will be removed in the near future. You can learn more about how to upgrade URLs that contain this parameter in the Frequently asked questions section below.

How to use this guide

Upgraded URLs are starting to rollout to all advertisers, and we plan to upgrade all eligible campaigns beginning July 2015. You can use this guide to begin upgrading your URLs sooner, so you can take advantage of this feature early for your Search Network, AdWords for video, Google Display Network, and Shopping campaigns. You'll also be able to upgrade URLs for your App download and re-engagement ads.

This guide explains:

More help:

If you need more help with the upgrade, please contact AdWords support. For more information about Upgraded URLs, you can also visit these additional resources:

Plan your URL upgrade

This section describes how to plan your URL upgrade in detail below. In summary, you'll need to:

  • Find your upgrade group and confirm your upgrade method. Use the charts below to identify your group and pick the best option for your tracking needs.
  • Follow the instructions for your group to upgrade your URLs using AdWords, AdWords Editor, or the AdWords API. (Note: Support for Upgraded URLs will be available in AdWords Editor version 11.1.)

Do you use a third-party click tracker or campaign management service?

If so, please reach out to your service provider to take advantage of any upgrade support and documentation they might offer specific to their platform and service.

Step 1: Find your upgrade group

Find your upgrade group by identifying how you use URL tracking in the table below.

Upgrade Group by Tracking Setup

  Ad URL Tracking Example URLs
Group 1
  • You don't use tracking in your URLs

  • You use Google Analytics with auto-tagging

http://example.com/shoes
http://store.com/dresses?color=red

Group 2
  • You use website analytics with tracking parameters

  • You use your own redirect server within the same domain

http://example.com/shoes?color=red&kwid=12345&ad={creative}
http://redirect.store.com/?url=http://store.com/shoes&
kwid=12345&ad={creative}

Group 3
  • You use a third party click tracker

  • You use a campaign management system

  • You redirect through another domain (also known as a cross-domain redirect)

http://example-tracker.com/redir?kwid=12345&ad={creative}&url=
http%3A%2F%2Fwww.example.com%2Fshoes%3Fcolor%3Dred
http://example-tracker.com/123456?&kwid=12345&ad={creative}

Step 2 : Confirm your upgrade method

Please use the charts below to identify which upgrade option works best for your tracking goals.

Upgraded URL Benefits by Group

  Automated
(Group 1, Group 2)
Basic
(Group 2, Group 3)
Advanced
(Group 2, Group 3)
Benefits during the upgrade
Ad performance statistics retained Checkmark Checkmark

X

No policy review triggered for ads Checkmark Checkmark

X

Features available after the upgrade
Reduced website load when new ads or keywords are under review

X

Checkmark Checkmark
Centralized URL tracking management

X

X

Checkmark
Future changes to your shared tracking templates won't reset your ad performance data or interrupt your ad serving

X

X

Checkmark
New ValueTrack and custom parameters can be added during the upgrade process

Checkmark
(with review)

Checkmark
(with review)

Checkmark
 

URL Upgrade Methods and Compatibility

  Automated Basic Advanced
Group Group 1, Group 2 Group 2, Group 3 Group 2, Group 3
Why you should use this method Your current destination URL does not contain any cross-domain redirects.
  • You don't want to add or remove tracking to your URLs during the upgrade (i.e., you don't want to use the new ValueTrack)

  • You don't want to use shared tracking templates (at the ad group, campaign, or account levels).
  • You want to use  shared tracking templates in your ad group, campaign, or account.

  • You want to use new ValueTrack or custom parameters.
Upgrade tools You can complete your upgrade using the upgrade tool within the AdWords UI.*** You can upgrade using the bulk upload tool in your account***, AdWords Editor 11.1, or the AdWords API adURLUpgrade()  function (v201409+)***. You can upgrade using ad URL settings or the bulk upload tool in AdWords***, AdWords Editor 11.1, and the AdWords API.
Compatibility Ads*, keywords**, sitelinks, app extension, dynamic feeds Ads*, keywords**, sitelinks, app extension, dynamic feeds All**

* Not available yet for Lightbox, AdWords for Video (auto-upgraded), some Dynamic Ads, and some Gmail Ads, (see “Compatibility with AdWords campaign types” for more details).
** Not available for Display Targeting URLs (e.g., display keyword, placement).

***The upgrade tool in the AdWords UI and the AdWords API adURLUpgrade() function (v201409+) are only compatible with Gmail image and Gmail single promotion ads, not Gmail multi-product and Gmail catalog templates. To upgrade Gmail multi-product and Gmail catalog ads, please edit the ad manually and re-save it. Gmail Ads are also not compatible with AdWords Editor.

Compatibility with AdWords campaign types

While Upgraded URLs are compatible with most campaign types and ad formats, there are some exceptions. To stay up to date on compatible features, please check the features notes when confirming your upgrade method in the previous section. We've included additional notes on specific AdWords campaign types and their associated formats to help you plan your upgrade.

See specific AdWords campaign types
Dynamic Search Ads (DSA)

Note

The {lpurlpath} ValueTrack parameter is no longer supported in the new tracking templates, and will be deprecated across all existing tracking templates and dynamic URLs beginning in July 2015. Learn how to upgrade URLs using the {lpurlpath} ValueTrack parameter.

If you're using DSA, you can use the Automated upgrade method. This method copies your dynamic tracking URL templates to tracking templates.

Shopping campaigns

Note

The {lpurlpath} ValueTrack parameter is no longer supported in the new tracking templates, and will be deprecated across all existing tracking templates and dynamic URLs beginning in July 2015. Learn how to upgrade URLs using the {lpurlpath} ValueTrack parameter.

Shopping campaigns are already compatible with Upgraded URLs. If you currently use dynamic tracking in your campaign, your parameters will begin to appear in the new Tracking template field in your Shopping campaign settings.

If you want to make changes to your legacy dynamic tracking settings, you'll need to use the AdWords API. Any change in the AdWords interface will remove your legacy tracking and move it to the new tracking template field. This does not impact your ad serving, but might cause inconsistencies in the API if you use a third-party campaign manager for your Shopping campaigns that does not yet support Upgraded URLs.

AdWords for video

AdWords for video TrueView campaigns will be upgraded automatically in May 2015, so you don't need to take any action.

TrueView URLs structure

TrueView ad URLs currently rely on the following structure:

  • TrueView in-stream ads: One display URL and one destination URL for your landing page. Your landing page can be your YouTube channel or watch page, or a page from a relevant website.
  • TrueView in-display ads: These ads do not rely on specific display and destination URLs. Instead, advertisers choose whether a user lands on their channel or watch page.

After the upgrade, there will be three different URL fields available for TrueView in-stream ads only:

  • Display URL: Your ad's visible URL, which must have same domain as the ad's final URL.
  • Final URL: The final URL represents the actual landing page for your ad. This can be your YouTube channel or watch page, or a page from a relevant website.
  • Tracking template: You can use the tracking template to specify tracking parameters or redirects for your ads. AdWords for video will use this template to assemble the actual final URL to associate with the ad impression.

More about tracking templates for TrueView in-stream ads:

  • At this time, tracking templates for TrueView ads are only available at the ad level.
  • Any tracking templates established at the account level in AdWords will also apply to TrueView ads.
  • You can now insert new ValueTrack parameters, as well as create custom parameters for more useful campaign performance data.

About the upgrade

  • If your destination and display URL domains match, then AdWords will copy your current destination URL into the new final URL field.
  • If your current destination URL domains don’t match your display URL domains, then AdWords will move the existing destination URL into a tracking template. We'll create your final URLs from the landing page portion of your destination URLs.
  • There will be no changes to how URLs are structured for TrueView in-display ad creation at this time.
App promotion ads

If you use app installs ads or engagement ads (that use app deep links), your ads will be automatically upgraded with all AdWords accounts beginning July 2015. To successfully use conversion tracking for your ads after the upgrade, you'll need to:

  • App install ads: Add tracking in the local tracking template. For app promotion ads in Search Network campaigns, you’ll need to move your ads into new mobile app install campaigns before upgrading your URLs. See how to move your ads to a new mobile app installs campaign.
  • App engagement ads: Add referrer parameters to your app deep link URLs.
Dynamic remarketing campaigns

Dynamic remarketing campaigns support Upgraded URLs. You might need to manually upgrade any URL tracking used at the ad level, or, for business data feeds in the shared library, at the feed level. Learn how to upgrade your dynamic display ads and feeds.

AdWords Express campaigns

Campaigns created using Adwords Express will continue using the existing destination URL format. No action is required to upgrade.

Note

Any AdWords account-level tracking templates you create won’t apply to campaigns created in AdWords Express.

Gmail Ads campaigns

Custom HTML ads are not compatible with Upgraded URLs and will continue to use Destination URLs.

Custom parameters will not be available at the URL level for Gmail multi-product and Gmail catalog ads.

The upgrade tool in the AdWords UI is only compatible with Gmail image and Gmail single promotion ads, not Gmail multi-product and Gmail catalog ads. To upgrade Gmail multi-product and Gmail catalog ads, please edit the ads manually and re-save them.

Gmail Ads are also not compatible with AdWords Editor.


Upgrade methods

Note

The {lpurlpath} ValueTrack parameter is no longer supported in the new tracking templates, and will be deprecated across all existing tracking templates and dynamic URLs beginning in July 2015. Learn how to upgrade URLs using the {lpurlpath} ValueTrack parameter.

Automated: Groups 1 and 2

We recommend that you use the automated upgrade option in your account so you can take advantage of Upgraded URLs early. If you choose not to upgrade now, your account will be updated automatically beginning July 2015.

Overview

This upgrade method copies your current destination URLs to the new final URL field for all ads and keywords. If you use tracking, after the upgrade you'll have local tracking templates for each of your final URLs. This upgrade method will retain your ad performance data after the upgrade (impressions, clicks, etc.), and it won't trigger a policy review of your ads.

For Gmail Ads campaigns:

This upgrade method is only compatible with Gmail image and single promotion ads, not Gmail multi-product or catalog ads.

To upgrade Gmail multi-product and catalog ads, please edit the ads manually and re-save them. This will trigger policy review for these ads.

Important: Using this method incorrectly could stop your ads from showing.

If you have ads or keywords that contain a third-party click tracker or a different domain than the visible URL, your ads could be disapproved. Your ads will be eligible to show again when you correct your URL settings and your ads are approved.

This upgrade method can be used by:

Upgrade Group by Tracking Setup

 

Ad URL Tracking

Example URLs
Group 1
  • You don't use tracking in your URLs

  • You use Google Analytics with auto-tagging

http://example.com/shoes
http://store.com/dresses?color=red

Group 2
  • You use website analytics with tracking parameters

  • You use your own redirect server within the same domain

http://example.com/shoes?color=red&kwid=12345&ad={creative}
http://redirect.store.com/?url=http://store.com/shoes&
kwid=12345&ad={creative}

  Instructions for upgrading your URLs:
  1. In AdWords, select the Ads or Keywords tab.
    • For Sitelinks, open your Shared library in the left navigation bar and select Business data, then "Sitelink feeds."
  2. Select the ads, keywords, or sitelinks for which you'd like to upgrade URLs.

    Note: The following ad formats are not yet compatible with Upgraded URLs: Lightbox, AdWords for Video (auto-upgraded). If you include these ad formats in your selection, they will not be upgraded.
  3. Select Upgrade destination URLs... from the "Edit" drop-down menu.
    Select "Upgrade destination URLs"
  4. Click Preview changes to review your upgrade results. Incompatible ad formats will be listed without a confirmed change (they will not be upgraded).
    Confirmation screen: Upgraded URLs
  5. Click Make changes to initiate the upgrade process.

Basic: Groups 2 and 3

Overview

With this upgrade option, you'll be able to create local tracking templates for each of your final URLs. This upgrade method will retain your ad performance data after the upgrade (impressions, clicks, etc.). It won't trigger a policy review of your ads. With this manual upgrade option, you'll need to:

  1. Export your ad URLs in a spreadsheet using the bulk upload tool.
  2. Separate the tracking elements from the landing page URLs in your spreadsheet.
  3. Upload your spreadsheet with the bulk upload tool. Doing this will update your ads with final URLs (your original landing page URLs) and tracking templates (your original URL tracking elements).

You can also use this option with AdWords Editor 11.1 or later. This upgrade method can be used by:

For Gmail Ads campaigns:

The upgrade tool in the AdWords UI is only compatible with Gmail image and single promotion ads, not Gmail multi-product or catalog ads. To upgrade Gmail multi-product and catalog ads, please edit the ads manually and re-save them. All Gmail Ad creatives are not compatible with AdWords Editor.

Upgrade Group by Tracking Setup

 

Ad URL Tracking

Example URLs
Group 2
  • You use website analytics with tracking parameters

  • You use your own redirect server within the same domain

http://example.com/shoes?color=red&kwid=12345&ad={creative}
http://redirect.store.com/?url=http://store.com/shoes&
kwid=12345&ad={creative}

Group 3
  • You use a third party click tracker

  • You use a campaign management system

  • You redirect through another domain (also known as a cross-domain redirect)

http://example-tracker.com/redir?kwid=12345&ad={creative}&url=
http%3A%2F%2Fwww.example.com%2Fshoes%3Fcolor%3Dred
http://example-tracker.com/123456?&kwid=12345&ad={creative}

 

Instructions for upgrading your URLs:

Using AdWords Editor

You can upgrade your URLs at the keyword or ad level using AdWords Editor 11.1 or later.

Note

Gmail Ads are not compatible with AdWords Editor.

Separate the URL tracking elements within your ads or keywords

Every case is different, but to demonstrate a common scenario for advertisers, we'll explain how to perform this step for URLs that contain cross-domain redirects (i.e. redirects that route through another domain).

Example: Cross-domain redirects

Display URL: http://www.example.com/shoes

Destination URL: http://example-tracker.com/redir?kwid=12345&ad={creative}&url=http%3A%2F%2Fwww.example.com%2Fshoes%3Fcolor%3Dred

  • URL components
  • Tracking URL: http://example-tracker.com/redir
  • Landing page URL: http://www.example.com/shoes?color=red
  • Tracking Parameters: kwid, ad, url
  • Tracking URL and Landing Page URL: These are on different domains: example-tracker.com and example.com
Final URL: http://www.example.com/shoes?color=red
Tracking template: http://example-tracker.com/redir?kwid=12345&ad={creative}&url={lpurl}
Upgrade your URLs
  1. From the type list, select the items that you want to edit. For example, select Ads and Extensions > Text ads to edit text ad destination URLs.
  2. In the data view, select the rows to edit. To filter the data view so that you see fewer rows, use the tree view or advanced search.
  3. From the edit panel, remove your destination URL from the “Destination URL” field. 
  4. Click URL options, then add your final URL to the “Final URL” or “Final mobile URL” field and add your tracking template to the “Tracking template” field.

Post your changes
  1. In the toolbar, click the dropdown next to “Post” and choose Post URL upgrades.
  2. Review your changes and click Post URL upgrades.

If you don't click Post URL upgrades before posting your changes, your ads will be reset. That means your ad stats will be reset and your ads will have to go through review.

Tip

You can also check your upgraded URLs before posting changes. From the toolbar, click the dropdown next to “Check changes” and choose Check URL upgrades.

Using AdWords
Download your ad or keyword URLs
 
  1. In AdWords, select the Ads tab.
  2. From the Edit drop-down menu select Download spreadsheet...
  3. Leave the Advanced editing settings boxes checked as shown and click Download.

Bulk editing: Download spreadsheet

Note: If you choose to use the Download report button, you'll need to ensure the ID and Action columns are included in your file. You'll also need to change the Action column values to "Set" as one of the steps in your process.

Separate the URL tracking elements within your file

Every case is different, but to demonstrate a common scenario for advertisers, we'll explain how to perform this step for URLs that contain cross-domain redirects (i.e. redirects that route through another domain).

Example: Cross-domain redirects

Display URL: http://www.example.com/shoes

Destination URL: http://example-tracker.com/redir?kwid=12345&ad={creative}&url=http%3A%2F%2Fwww.example.com%2Fshoes%3Fcolor%3Dred

  • URL components
  • Tracking URL: http://example-tracker.com/redir
  • Landing page URL: http://www.example.com/shoes?color=red
  • Tracking Parameters: kwid, ad, url
  • Tracking URL and Landing Page URL: These are on different domains: tracker.com and example.com
  1. Open your downloaded file with spreadsheet software.
    (You can also try importing it into Google Sheets.) Your spreadsheet will contain a Destination URL column with the entire ad URL. It will also contain new, empty Upgraded URL columns: Final URL, Mobile Final URL, Tracking Template, and Custom Parameter:
    Basic Upgrade Spreadsheet Example
  2. Populate the spreadsheet columns as shown below:
    1. Tracking template column:
      • First, copy the tracking portion of your Destination URL column to the Tracking template column.
      • Then, insert {lpurl} within the tracking template (where the original landing page URL once appeared within your original Destination URL). (In our example below, the parameter should be inserted at the end of the tracking template.)
    2. Final URL column: Copy the landing page portion of the URL in the Destination URL column to the Final URL column.
      Basic Upgrade Spreadsheet Example
    3. Destination URL column: Once you have used your Destination URL to populate the values in the Final URL and Tracking template columns, delete the contents of this column. This column should be empty before you upload your spreadsheet to your account.
  3. Save the spreadsheet as a .xls, .xlsx, .tsv, or .csv file.
    1. In Google Sheets, use File > Download as comma-separated values to save as .csv
Upload your spreadsheet in AdWords
  1. In AdWords, select the Ads or Keywords tab.
  2. In the Edit drop-down menu, select Upload spreadsheet.
    Bulk editing: Upload spreadsheet
  3. Select Choose file and select your .csv file.
  4. Select Upload and preview. AdWords uploads your .csv file and attempts to upgrade your ads based on the changes you made to the spreadsheet. AdWords displays a summary of results. (Note: The summary only shows the first 200 rows.)
  5. Errors: If any errors occur, select Preview changes to see the details. Correct the errors and upload the corrected file.
  6. Select Apply changes. AdWords will only update the ads that do not have errors. Learn more about uploading with this feature.

Advanced: Groups 2 and 3

Overview

When you upgrade with this method, you'll be able to manage shared tracking templates at the ad group, campaign, or account levels. You'll also be able to try new ValueTrack and custom parameters during the upgrade process. While your initial changes will trigger an initial ad policy review, you'll be able to make changes to your shared templates later without an interruption to your ad serving.

This upgrade method can be used by:

Upgrade Group by Tracking Setup

 

Ad URL Tracking

Example URLs
Group 2
  • You use website analytics with tracking parameters

  • You use your own redirect server within the same domain

http://example.com/shoes?color=red&kwid=12345&ad={creative}
http://redirect.store.com/?url=http://store.com/shoes&
kwid=12345&ad={creative}

Group 3
  • You use a third party click tracker

  • You use a campaign management system

  • You redirect through another domain (also known as a cross-domain redirect)

http://example-tracker.com/redir?kwid=12345&ad={creative}&url=
http%3A%2F%2Fwww.example.com%2Fshoes%3Fcolor%3Dred
http://example-tracker.com/123456?&kwid=12345&ad={creative}

Using this method will reset your ad performance data to '0' and trigger a policy review of your ads or keywords.

Modifying your ads as described will delete your associated ad and create a new one. Your original stats will be preserved for the deleted ad. Your new ad will accrue performance data of its own. When you edit any ad in AdWords in this way, this also triggers your ad for a policy review.

Pick an upgrade scenario for your URL settings

To use the advanced method to upgrade your URLs, you'll simply:

  1. Create a tracking structure you can implement as a shared tracking template across your account, campaign, or ad group from your existing destination URLs. (Note: You'll need to remove all tracking parameters from your existing destination URLs. The resulting URL becomes your final URL.)
  2. Determine whether you'll implement your tracking template at the account, campaign, or ad group levels.

Pick a URL scenario below to see specific upgrade instructions with examples.

Simple tracking destination URLs

In the following example, we use a simple destination URL with tracking parameters:
Example: Simple tracking destination URLs

Destination URL: http://example.com/shoes?color=red&kwid=12345&ad={creative}&utm_source=google

  • URL components
  • Landing page URL: http://example.com/shoes?color=red
  • Tracking parameters: kwid, ad, utm_source
Create your tracking template

1. Evaluate each tracking parameter in the destination URL to see if it can be used for your new tracking template.

In some cases, you may need to replace the parameter with ValueTrack parameters or custom tracking parameters. In others, you'll be able to simply leave the value in the tracking template as it is.

This example uses the parameters: kwid, ad, and utm_source

 

  • kwid: Represents a unique tracking value for each keyword. Replace it with a new custom parameter you create and name. For example, you could name it _kwid.
  • ad: Uses the {creative} ValueTrack parameter. No changes are required.
  • utm_source: Represents the source of the traffic. It does not need to change for any AdWords campaign.

 

2. Write a new tracking template using your updated parameters:

New Tracking template: {lpurl}&kwid={_kwid}&ad={creative}&utm_source=google

This tracking template uses the following parameters:

  • The ValueTrack parameter {lpurl} in place of the landing page URL. The final URL will be copied here when the ad shows.
  • The new custom parameter you create named {_kwid}.
  • The ValueTrack parameter {creative}.
  • The utm_source parameter represents the source of the clicks.

Note: To get the AdWords ID for your keywords, you can use the new ValueTrack parameter {targetid}.

3. Decide where to place the tracking template and any custom parameter values:

  • Tracking template: To simplify your tracking template management, we recommend that you place the template at the highest possible level (like the account or campaign level). If your parameter values only change per campaign, for example, you may want to set your template at the campaign level.
  • Custom parameter values: Typically advertisers set these at the keyword level, but you can set them at the campaign, ad, keyword, and sitelink levels. Custom parameters are not available at the URL level for Gmail multi-product and catalog ads.
Apply your tracking template

We've included how to upgrade your URLs in AdWords below. However, you can use existing AdWords tools (API, AdWords Editor, bulk upload, etc.) to make these changes. (Note: Account-level tracking templates aren’t available in AdWords Editor. Use AdWords to upgrade your account-level tracking templates.)

For Gmail Ads campaigns:

The bulk upload tool in the AdWords UI and the AdWords API adURLUpgrade() function (v201409+) are only compatible with Gmail image and single promotion ads, not Gmail multi-product or catalog ads. To upgrade Gmail multi-product and Gmail catalog ads, please edit the ads manually and re-save them. All Gmail Ad creatives are not compatible with AdWords Editor.

Add the tracking template to your account
Add the tracking template at the appropriate level for your needs.

Editing your account-level tracking template manually:

You can edit your URL settings at the account level from your campaign's Shared library menu.


Simple destination URLs: Account shared tracking template

Set your tracking template manually at the campaign level:

You can edit your URL settings at the campaign level from your campaign's Settings tab.


Simple destination URLs - Campaign Shared tracking template
Update your ads' final URLs

Enter your landing page URL as your final URL. In the example below, we show you how to do this at the ad level. You can also make this change using the bulk upload tool (except for Gmail multi-product and catalog template ads).

Set your final URL manually at the ad level:


Edit URLs at the ad level

Learn how to prepare your changes using bulk uploads:

Warning: Bulk upload is only available for the advanced upgrade of text ads and Dynamic Search Ads. It does not support image ads, ads from the Ad gallery, App / digital content ad, Mobile app engagement ads, call-only ads, Gmail multi-product or Gmail catalog ads.

Download your ad URLs
  1. In AdWords, select the Ads tab.
  2. From the Edit drop-down menu, select Download spreadsheet...
  3. Leave the Advanced editing settings boxes checked as shown and click Download.

Bulk editing: Download spreadsheet

​​Note: If you choose to use the Download report button, you'll need to ensure the ID and Action columns are included in your file. You'll also need to change the Action column values to "Set" and the Ad state column values to "Paused" or "Removed" as one of the steps in your process. 

Separate the URL tracking elements within your file
  1. Open your downloaded file with spreadsheet software.
    (You can also try importing it into Google Sheets.) Your spreadsheet will contain a Destination URL column with the entire ad URL. It will also contain new, empty Upgraded URL columns: Final URL, Mobile Final URL, Tracking Template, and Custom Parameter:
    Simple destination URLs Spreadsheet Example
  2. Populate the spreadsheet columns as shown below:
    1. Change the ad state for your current, existing ads with their original destination URLs to REMOVED*.
    2. Copy your original ads into new rows at the bottom. 
    3. Delete the Ad ID column data for the new rows you've created.
    4. Delete the Destination URL column data for these new rows.
    5. Change the ad state for your new rows to ENABLED.  

      * If you’re below half of the AdWords account limits, we recommend that you use PAUSED instead of REMOVED.
  3. Populate the rows you've added to the bottom of the spreadsheet with new Upgraded URL fields:
    • Tracking template column: Leave this column field empty, since you'll set your tracking template at a higher level.
    • Final URL column: Copy the landing page portion of the URL in the Destination URL column to the Final URL column.
    • Destination URL column: Once you have used your Destination URL to populate the values in the final URL columns, delete the contents of this column. This column should be empty before you upload it to your account.

      Simple destination URLs Spreadsheet Example
  4. Save the spreadsheet as a .xls, .xlsx, .tsv, or .csv file.
    • In Google Sheets, use File > Download as comma-separated values to save as .csv.
Upload your spreadsheet in AdWords
  1. In AdWords, select the Ads or Keywords tab.
  2. In the Edit drop-down menu, select Upload spreadsheet.
    Bulk editing: Upload spreadsheet
  3. Select Choose file and select your .csv file.
  4. Select Upload and preview. AdWords uploads your .csv file and attempts to upgrade your ads based on the changes you made to the spreadsheet. AdWords displays a summary of results. (Note: The summary only shows the first 200 rows.)
  5. Errors: If any errors occur, select Preview changes to see the details. Correct the errors and upload the corrected file.
  6. Select Apply changes. AdWords will only update the ads that do not have errors. Learn more about uploading with this feature.
Set any custom parameter values

Ideally these are set at the keyword level as shown below. The custom parameter for this example is named _kwid and the value is set to 12345. (Each keyword would typically be set to a different value.)

Set your custom parameter values manually at the keyword level:


Apply custom keyword parameters

Note: You can also use the bulk upload tool to make this change at scale.


URLs with third-party tracking or multiple domains

In the following example, we show a URL with third-party click tracking and different domains

In this section, we demonstrate how you'll manage your URL upgrade when you redirect clicks on your ad to a third-party tracking URL.

The tracking URL (example-tracker.com/redir) is on a different domain from the landing page URL (www.website.com).

Destination URL:
http://example-tracker.com/redir?url=http%3A%2F%2Fwww.website.com%2Fshoes%3Fcolor%3Dred&kwid=12345&ad={creative}

Translates to:*
http://example-tracker.com/redir?url=http://www.website.com/shoes?color=red&kwid=12345&ad={creative}

Tracking parameters: url, kwid, ad

  • URL components
  • Tracking URL: http://example-tracker.com/redir
  • Landing page URL: http%3A%2F%2Fwww.example.com%2Fshoes%3Fcolor%3Dred
    (Translates to: http://www.example.com/shoes?color=red)*

*Get help with extrapolating characters with percent encoding.

Create your tracking template

1. Evaluate each tracking parameter in the destination URL to see if it can be used for your new tracking template.

You may need to replace a parameter with ValueTrack parameters or custom parameters.

This example uses the parameters: url, kwid, and ad

 

  • url: Represents the landing page URL. Replace the landing page URL with the {lpurl} ValueTrack parameter.
  • kwid: Represents a unique tracking value for each keyword. Replace it with a new custom parameter you create and name. For example, you could name it _kwid.
  • ad: Uses the {creative} ValueTrack parameter. No changes are required.

 

2. Write a new tracking template using your updated parameters.

Where applicable, modify the tracking URL to use the ValueTrack parameter and the new custom parameter.

New Tracking template: http://example-tracker.com/redir?url={lpurl}&kwid={_kwid}&ad={creative}

This tracking template uses the following parameters:

  • The ValueTrack parameter {lpurl} in place of the landing page URL. The final URL will be copied here when the ad shows.
  • The new custom parameter you create, named {_kwid}.
  • The ValueTrack parameter {creative}.

3. Decide where to place the tracking template and any custom parameter values:

  • Tracking template: To simplify your tracking template management, we recommend that you place the template at the highest possible level (like the account or campaign level). If your parameter values only change per campaign, for example, you may want to set your template at the campaign level.
  • Custom parameter values: Typically advertisers set these at the keyword level, but you can set them at the campaign, ad, keyword, and sitelink levels.
Apply your tracking template

We've included how to upgrade your URLs in AdWords below. However, you can use existing AdWords tools (API, AdWords Editor, bulk upload, etc.) to make these changes. (Note: Account-level tracking templates aren’t available in AdWords Editor. Use AdWords to upgrade your account-level tracking templates.)

For Gmail Ads campaigns:

The bulk upload tool in the AdWords UI is only compatible with Gmail image and Gmail single promotion ads, not Gmail multi-product or catalog ads. To upgrade Gmail multi-product and Gmail catalog ads, please edit the ads manually and re-save them. All Gmail Ad creatives are not compatible with AdWords Editor.

For the above example, here is the upgraded tracking template:
http://example-tracker.com/redir?url={lpurl}&kwid={_kwid}&ad={creative}

Add the tracking template to your account
Add the tracking template at the appropriate level for your needs.

Editing your account-level tracking template manually:

You can edit your URL settings at the account level from your campaign's Shared library menu.


An account-level shared tracking template for third party tracking

Set your tracking template manually at the campaign level:

You can edit your URL settings at the campaign level from your campaign's Settings tab.


A campaign-level shared tracking template for third party tracking
Update your ads' final URLs

Enter your landing page URL as your final URL. In the example below, we show you how to do this at the ad level. You can also make this change using the bulk upload tool.

For the destination URL example above, your new final URL is:
http://www.example.com/shoes?color=red

Set your final URL manually at the ad level:


Edit URLs at the ad level

Learn how to prepare your changes using bulk uploads:

Download your ad URLs
  1. In AdWords, select the Ads tab.
  2. From the Edit drop-down menu, select Download spreadsheet...
  3. Leave the Advanced editing settings boxes checked as shown and click Download

Bulk editing: Download spreadsheet

Note: If you choose to use the Download report button, you'll need to ensure the ID and Action columns are included in your file. You'll also need to change the Action column values to "Set" and the Ad state column values to "Paused" or "Removed" as one of the steps in your process. 

Separate the URL tracking elements within your file
  1. Open your downloaded file with spreadsheet software.
    (You can also try importing it into Google Sheets.) Your spreadsheet will contain a Destination URL column with the entire ad URL. It will also contain new, empty Upgraded URL columns: Final URL, Mobile Final URL, Tracking Template, and Custom Parameter:
    Third party tracking Spreadsheet Example
  2. Populate the spreadsheet columns as shown below:
    1. Change the ad state for your current, existing ads with their original destination URLs to REMOVED.
    2. Copy your original ads into new rows at the bottom. 
    3. Delete the Ad ID column data for the new rows you've created.
    4. Delete the Destination URL column data for these new rows.
    5. Change the ad state for your new rows to ENABLED.
  3. Populate the rows you've added to the bottom of the spreadsheet with new Upgraded URL fields:
    1. Destination URL column: Once you have used your Destination URL to populate the values in the final URL columns, delete the contents of this column. This column should be empty before you upload it to your account.
    2. Tracking template column: Leave this column field empty, since you'll set your tracking template at a higher level.
    3. Final URL column: Copy the landing page portion of the URL in the Destination URL column to the Final URL column.
      Third party tracking Spreadsheet Example
  4. Save the spreadsheet as a .csv file (comma-separated value file).
    1. In Google Sheets, use File > Download as comma-separated values.
 
Upload your spreadsheet in AdWords
  1. In AdWords, select the Ads or Keywords tab.
  2. In the Edit drop-down menu, select Upload spreadsheet.
    Bulk editing: Upload spreadsheet
  3. Select Choose file and select your .csv file.
  4. Select Upload and preview. AdWords uploads your .csv file and attempts to upgrade your ads based on the changes you made to the spreadsheet. AdWords displays a summary of results. (Note: The summary only shows the first 200 rows.)
  5. Errors: If any errors occur, select Preview changes to see the details. Correct the errors and upload the corrected file.
  6. Select Apply changes. AdWords will only update the ads that do not have errors. Learn more about uploading with this feature.
Set any custom parameter values

Ideally these are set at the keyword level as shown below. The custom parameter for this example is named _kwid and the value is set to 12345. (Each keyword would typically be set to a different value.)

Set your custom parameter values manually at the keyword level:


Apply custom keyword parameters

Note: You can also use the bulk upload tool to make this change at scale.

Frequently asked questions

Can I upgrade without resetting my ad stats or triggering a policy review?

Yes. If you use the Automated upgrade method or Basic upgrade method, your ad performance statistics are retained and your ads don’t need to go through policy review. Visit "Step 2: Confirm your upgrade method" for more details.

I frequently create, run, and delete ads. Do I have to upgrade them all?

If you plan to delete your existing ads within a few days or weeks, you can leave them using destination URLs and not upgrade them to final URLs. However, when creating new ads, be sure to use the new final URL. If you use tracking URLs, you should also use the new tracking template and custom parameter fields.

What's a cross-domain redirect?

If you have a cross-domain redirect set up, that means that once someone clicks your ad, he or she will pass through a website with a different domain (for example, the “example.com” in “www.example.com”) before or after reaching your landing page.

Redirects can be set up within a destination URL or your own website. Below are some examples. They’re considered “cross-domain” redirects because someone will visit different domains between clicking an ad and visiting a landing page.

Example 1

Display URL: example.com
Destination URL: http://example-redirect.com?url=http://example.com/somepage

What happens: When someone clicks on this ad, he or she will first be directed to http://example-redirect.com/ before landing on http://example.com/somepage.

Example 2

Display URL: example.com
Destination URL: http://example-redirect.com/12345678

What happens: When someone clicks on this ad, he or she will first be directed to http://example-redirect.com/12345678 before landing on http://example.com/somepage. The landing page is stored on http://example-redirect.com/12345678.

Example 3

Display URL: example.co.uk
Destination URL: http://example.com

What happens: When someone clicks on this ad, he or she will first be directed to http://example.com before landing on http://example.co.uk/somepage. The server on example.com will automatically redirect visitors based on the country that they’re in.

Example 4

Display URL: example.com
Destination URL: http://www.example.com/yourpage

What happens: When someone clicks on your ad, he or she will first be directed to http://www.example.com/yourpage, then directed to http://example-redirect.com before landing on http://www.example.com/yourotherpage. Code on your website triggers these redirects.

Our advertising policies state that an ad’s landing page must have the same domain as the display URL. With Upgraded URLs, cross-domain redirects aren’t allowed to be in the “Final URL” field, and must be set up in the “Tracking template” field.

Can I keep tracking information in my final URL?

Yes, but we recommend that you restrict your tracking information to the tracking template. You can use the new ValueTrack parameter {ignore} in your final URL to include tracking information. You can use either the Basic or Advanced upgrade method to do this.

  • Put {ignore} between the landing page portion of your URL and the tracking information.
  • The landing page portion of your URL must be to the left of {ignore}. All tracking information must be to the right of {ignore}.
  • You cannot put any content-altering parameters after the {ignore}.
  • Note that {ignore} is removed from the URL of your ad.
Example

Final URL: http://example.com/shoes?color=red{ignore}&kwid={_kwid}&ad={creative}

I'm using bulk upload to upgrade my URLs. What do the errors mean?

If you’re having trouble using bulk upload to upgrade your URLs, please review this list of common bulk upload errors and possible solutions.

I use multiple third-party click trackers in single URLs. How do I upgrade?

You'll need two levels of encoding. Follow these steps and refer to the example destination URL below:

  1. Perform the upgrade described for this scenario earlier in this guide (Example: URLs with third-party tracking or multiple domains).
  2. Next, use the new ValueTrack parameter {lpurl+2} to represent the final URL. Learn more about URL-encoding reserved characters.
Example

Destination URL: http://example-tracker.com/redir?&kwid=12345&ad={creative}&url=http%3A%2F%2Fanotherexample.com%2Fredir2%3Furl%3D
http%253A%252F%252Fwww.example.com%252Fshoes%253Fcolor%253Dred

  • Click tracker A:
    http://example-tracker.com/redir is the first third party click tracker.
  • Click tracker B:
    http%3A%2F%2Fanotherexample.com%2Fredir2%3Furl%3D is the second click tracker.
  • Landing page URL (encoded twice):
    http%253A%252F%252Fwww.example.com%252Fshoes%253Fcolor%253Dred

To upgrade this destination URL to a final URL:

  1. Tracking template: Use the new ValueTrack parameter {lpurl+2} in place of the landing page URL, and place this in the tracking template:
    http://example-tracker.com/redir?&kwid=12345&ad={creative}&url=http%3A%2F%2Fanotherexample.com%2Fredir2%3Furl%3D{lpurl+2}
  2. Final URL: Set the final URL for the keyword to this landing page URL
    http://www.example.com/shoes?color=red
  3. Custom parameter: Set the custom parameter value at the keyword level:
    Apply custom keyword parameters
I have my own ValueTrack parameters for other platforms. Can I still use them?

Yes. Upgraded URLs can contain parameters, like {xyz}, that aren’t AdWords ValueTrack parameters. Those parameters will remain unchanged in the URL of the ads. For example, if your final URL is http://example.com/shoes?tracking={tracking}, then {tracking} won't change after someone clicks on your ad.

Note

The format {_xyz} is reserved for AdWords custom parameters. Any parameter of this type will be replaced by an empty string if a value is not defined.

How do I find any remaining destination URLs that need to be upgraded?

You can find the remaining destination URLs in your account by using filters.

For Ads and Keywords

  1. Click the Ads or Keywords tab.
  2. In the top left of the tab, select All but removed from the dropdown menu.
  3. Click Filter, then select Create filter.
  4. Select Dest. URL from the dropdown menu.
  5. Insert http in the text field to the right.
  6. Click Apply.
  7. Use the basic or advanced methods to upgrade your remaining ads or keywords. Click Edit and select Download spreadsheet… to download the ads and keywords that haven’t been upgraded.

Some types of ads are not supporting Upgraded URLs yet. If you see those in your filter results, you can leave them un-upgraded.

For sitelinks and feeds

  1. Sign into your AdWords account.
  2. In the bottom left, click Shared library.
  3. Click Business data, then select the feed you want to check (e.g. “Main sitelink feed”).
  4. Click the Download report button to download the file.
  5. Open the file in any spreadsheet editing software.
  6. Sort your spreadsheet by the “SitelinkUrl” column.
  7. Any remaining URLs in the “SitelinkUrl” column are destination URLs that still need to be upgraded. Use the basic or advanced methods to upgrade your remaining sitelinks or feed items.
How do I upgrade URLs using the {copy} ValueTrack parameter?

The {copy} ValueTrack parameter will be deprecated in the long term and will not be supported by Upgraded URLs. To keep this parameter for your tracking URLs when you upgrade, you'll need to use the Advanced method.

We include two examples of how to upgrade URLs containing the {copy} parameter below. This example features a sitelink extension destination URL.

Example
Keyword Destination URL: http://example.com/shoes?color=red&keyword=12345&ad={creative}
Sitelink Destination URL: http://example.com/hours?matchtype={matchtype}&{copy:keyword}&{copy:ad}

Components: http://example-tracker.com/redir?&kwid=12345&ad={creative}&url=http%3A%2F%2Fanotherexample.com%2Fredir2%3Furl%3Dhttp%253A%252F%252F
www.example.com%252Fshoes%253Fcolor%253Dred

  • Destination URL: Sets the keyword to the value 12345
  • Sitelink destination URL: Uses the {copy} parameter to insert both the keyword and the {creative} ValueTrack parameters.

Alternative 1: Create a tracking template and a custom parameter

For this example:

  1. Create a new custom parameter: Name the parameter _kwdid.
  2. Create a new tracking template: Use the new custom parameter and the {creative} ValueTrack parameter. Place the tracking template at the highest possible account structure level (at either the account, campaign, or ad group levels).
  3. Set the final URL: This should be the actual landing page URL, as this URL will be combined with the tracking template.
  4. Set the Sitelink final URL: This should be the actual landing page URL, as this URL will also be combined with the tracking template. Insert the {ignore} ValueTrack parameter between the URL and the tracking parameters. You can't put any content-altering parameters after the {ignore} parameter. Note that {ignore} is removed from the URL when your ad is shown.
    • An alternative is to place matchtype={matchtype} in the tracking template. However, it will then be used in the final URL for both the ad and the sitelink.
  5. Set the value of the custom parameter for each keyword.
Example

New Tracking Template:
{lpurl}&keyword={_kwdid}&ad={creative}

New Keyword Final URL:
http://example.com/shoes?color=red

New Sitelink Final URL:
http://example.com/hours?{ignore}matchtype={matchtype}

New Keyword Custom Parameter:
_kwdid = 12345

Note: You should set a different value for each keyword.

Alternative 2: Create a custom parameter

This alternative method does not use a tracking template:

  1. Create a new custom parameter: Name the parameter _kwdid.
  2. Set the final URL: Use the _kwdid in the final URLs for both the ad and sitelink.
  3. Set the custom parameter value: Set the value of the custom parameter _kwdid for each keyword.
  4. Use the {ignore} ValueTrack parameter: Place the parameter between the tracking parameters and the actual landing page URL in the final URLs for both your ad and the sitelink. You can't put any content-altering parameters after the {ignore} parameter. Note that {ignore} is removed from the URL when your ad is shown.
Example

New Keyword Final URL:
http://example.com/shoes?color=red{ignore}&keyword={_kwid}&ad={creative}

New Sitelink Final URL:
http://example.com/hours?{ignore}matchtype={matchtype}&keyword={_kwid}&ad={creative}

New Keyword Custom Parameter:
_kwdid = 12345

Note: You should set a different value for each keyword.

How do I upgrade URLs using the {lpurlpath} ValueTrack parameter?

The {lpurlpath} parameter will no longer be supported for use in tracking templates beginning July 2015. See our recommendations below for the appropriate ValueTrack parameters to use with the new Upgraded URLs format.

You can also learn more about how to choose the right ValueTrack parameter.

Example 1
  • Original landing page URL: http://www.example.com/abc/edf
  • Original tracking URL: http://www.example.com/{lpurlpath}?tag=abc
  • Upgraded URL tracking template: {lpurl}?tag=abc
  • Updated final URL: http://www.example.com/abc/edf?tag=abc
Example 2
  • Original landing page URL: http://www.example.com/abc/edf
  • Original tracking URL: http://www.example.com/?tag=abc&url=http://example.com/{lpurlpath}
  • Upgraded URL tracking template: http://www.yourdomain.com/?tag=abc&url={lpurl}
  • Updated final URL: http://www.yourdomain.com/?tag=abc&url=http://www.example.com/abc/edf
Example 3
  • Original landing page URL: http://www.example.com/abc/edf
  • Original tracking URL: http://www.tracking.com/?url=http://example.com/{lpurlpath}
  • Upgraded URL tracking template: http://www.tracking.com/?url={lpurl}
  • Updated final URL: http://www.tracking.com?url=http://www.example.com/abc/edf

Note that for all the above examples 1-3 where {lpurlpath} can be easily transitioned to the new URL format, {lpurlpath} immediately follows example.com in the URL string.

If your {lpurlpath} tracking URLs don't fall into any of these three use cases, please update these URLs with alternative parameters that best suit your tracking needs. If you have any questions about this change, please reach out to your account team.

I use dynamic display ads and feeds. How do I upgrade my URLs?

Upgrading your dynamic display ads

Ads without cross-domain redirects

The following ads will be automatically upgraded on April 11, 2016:

  • Ads that don’t use any tracking elements

  • Ads that use either the “Click prefix URL” field or the “Tracking URL query parameters” field in the AdWords Ad gallery, but don’t use cross-domain redirects in the destination URL

  • Ads that use both the “Click prefix URL” and “Tracking URL query parameters” fields in the AdWords Ad gallery, but don’t use cross-domain redirects in the destination URL

If you have ads of these types, you may choose to wait for the automatic upgrade. The upgrade retains your ad performance data after the upgrade and won't trigger a policy review of your ads.

Ads with cross-domain redirects

If your ads contain a cross-domain redirect in the destination URL, your URLs will not be automatically upgraded.

  • For ads using only cross-domain redirects in the destination URL and no other tracking (i.e., no click prefix URL or tracking URL query parameters), please follow the basic upgrade method using the bulk upload tool. This upgrade will not reset your ads’ statistics, and your ads will not go through policy review.

  • If your ads use a cross-domain redirect in the destination URL along with other types of tracking (i.e., a click prefix URL or tracking URL query parameters), you’ll have to manually upgrade your URLs in the AdWords Ad gallery. This will reset your ads’ statistics, and your ads will go through policy review. For further instructions, please contact Google AdWords.

If you have a cross-domain redirect in your destination URL, the redirect only applies to clicks on the frame or call-to-action button in an image ad, and is not applied to clicks on the items in the image ad or text ads. Redirects in the tracking template will apply to all click URLs.

Upgrading your feeds

Business Data feeds will be automatically upgraded on April 11, 2016 if they meet the following criteria:

  • They aren't running automated updates from a URL source
  • The item URLs do not contain any redirects

If you have ads of these types, you may choose to wait for the automatic upgrade. The upgrade retains your ad performance data after the upgrade and won't trigger a policy review of your ads.

Note: After the April 11 migration, any feed you upload will need to follow the upgraded URL structure.

If you use Google Merchant Center feeds, you only need to update your ad URLs using the instructions for upgrading dynamic display ads (above).

Upgrading business data feeds that contain redirects

If you have a business data feed that contains redirects, you must manually upgrade your feeds. To update your feeds:

  1. Sign in to your AdWords account.
  2. Click Shared library, then click Business data in the menu on the left.
  3. Click the name of the feed you want to upgrade.
  4. At the top of the screen, click + Add, then select Final URL and Tracking template from the menu.

Shared library upgraded URLs menu

  1. Click the Download report button and download a feed report.
  2. Split the data in the “Destination URL” column into the “Final URL” and “Tracking template” columns (see the basic upgrade method for instructions).
  3. Click Edit, then select Upload Spreadsheet.
  4. Select the radio button next to “Replace,” and attach your new file.
  5. Click Upload and apply.
Example
Current Destination URL: http://example-tracker.com?param=3234e2&src=google&url=http://example.com/product
Final URL: http://example.com/product
Custom parameter: {_param}=3234e2

Tracking template: http://example-tracker.com?param={_param}&src=google&url={lpurl}

Tip: To simplify tracking management, set up your tracking template at the ad group, campaign, or account level with the advanced upgrade method.

Important: Choose the right ValueTrack parameter according to how your tracking software tracks URLs. Learn more in the article Use dynamic tracking URLs 

If you update your feed on a regular basis, you may opt to schedule automatic updates under “Shared Library” in “Business data.” Find instructions at Manage ads and feeds in "Business data."

I use Gmail Ads. How do I upgrade my URLs?

In preparation for Upgraded URLs automatic upgrades, all Gmail Single Promotion template ads will use a single URL starting at the end of August 2016. The call-to-action button URL will be copied to the landing page URL. If your call-to-action button URL is different from your landing page URL, a copy of the ad will be created and activated. After a few three days, the old ad will be deleted

Ads without cross-domain redirects

Ads that don’t use any tracking elements will be automatically upgraded in September 2016.

Custom HTML ads will not be upgraded and will continue to use destination URLs.

Ads with cross-domain redirects

If your ads contain a cross-domain redirect in the destination URL, your URLs will not be automatically upgraded.

You’ll have to manually upgrade your URLs by editing your creative and saving it. This will reset your ads’ statistics, and your ads will go through policy review.

If you have a cross-domain redirect in your destination URL, the redirect only applies to clicks on the frame or call-to-action button. Redirects in the tracking template will apply to all click URLs.

Important: Choose the right ValueTrack parameter according to how your tracking software tracks URLs. Learn more in the article Use dynamic tracking URLs 
 

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