Google AdWords ValueTrack Updates Let Advertisers Direct Users To Device-Specific Landing Pages

For advertisers using keyword level URLs, Google AdWords will soon be launching new ValueTrack features to help improve enhanced campaign performance by device. Based on feedback from advertisers, the new features will make it possible to direct users to a device-specific landing page at keyword level and enable better tracking of enhanced campaigns.

The ValueTrack features include the new parameter {ifnotmobile:[value]} that allows advertisers to replace [value] with text that will appear in the keyword level URL when the ad is clicked from a computer or tablet. Google AdWords is also modifying the current ValueTrack parameter {ifmobile:[value]} to include the specified value in the URL only if the click made is from a mobile device.

By directing users to device-specific landing pages, advertisers can gauge the effectiveness of a campaign by device, and adapt campaigns for better results. Google also believes that these new ValueTrack features will make it easier for advertisers not taking advantage of keyword level URLs to begin using enhanced campaigns.

According to a recent post on the Google Inside AdWords blog, advertisers who upgraded to enhanced campaigns have experienced significant results, with sites like VivaStreet in France seeing a 34 percent increase in overall conversions.