Understanding Google URL Builder: 5 Easy Steps

Understanding Google URL Builder: 5 Easy Steps


Can't seem to track down the right URL Builder? Don't worry. We've got you covered. This article will help guide you through our URL builder step by step!

Step 1: Determine what kind of campaign or product data structure you have

This is probably the most important step in building your URL. Once you determine how your products are structured, you can think about which level of information Google needs to understand your campaigns and reports more effectively.

For example, if I am tracking a shirt with red stripes, blue sleeves, and a crew neckline, my data would look something like this: https://www3.gotomypc.com/~jenkinsj2ee31/campaigns1/shirt-rbs-crew.html

If I were tracking a shirt with red stripes and black sleeves, my data would look like: https://www3.gotomypc.com/~jenkinsj2ee31/campaigns1/shirt-rbsk-crew.html

As you can see in both examples, we use the same base URL ( https://www3.gotomypc.com/~jenkinsj2ee31/campaigns1 ) and just add in bits of information for each product we track at that level (shirt, rbs, crew). 

If your data structure is more complicated than just listing out attributes in parentheses, do not worry! We've got some tips below dedicated to helping you.

Step 2: Determine which attributes you want to track

Here, we list out all of the attributes we want Google to track and why they are important. If there is anything that does not apply to your data, feel free to delete it from this list. At any point during this process, I recommend using the "Preview" button so you can see what your URL would like like as you build it out! Here's a preview of my built-out url: https://www3.gotomypc.com/~jenkinsj2ee31/campaigns1/Shirt_rbsk_crew_(358971)_(87437).htmlThis preview screen is really helpful when you're determining which attributes Google needs to track. You can also see what your URL is gonna look like when it's finished.

Step 3: Separate out attributes by their level of importance

This is a really helpful way to keep track of all of the information you have determined is important for Google to capture about a product. For example, I might want to break my code down so that order_id and brand are one level, color another, etc. This level breakdown will help you determine later where in the URL structure these specific pieces of information should be placed. If there are any attributes that do not need tracked at a certain level, just delete them from this list! Here's how mine looks: https://www3.gotomypc.com/~jenkinsj2ee31/campaigns1/shirt-rbsk-crew_(358971)_order_id_(87437)_(49916).html

Step 4: Build out the URL using Google's URL Builder!

Now that you've got an idea of how your data structure looks, it's time to build out the URL! I recommend building it out by hand at first so you can see what each "cell" would look like after you copy and paste it in. Once you understand how this builder works, check out our advanced tips to learn some shortcuts for speeding up the process ( https://support.google.com/merchants/answer/1663462?hl=en ). Here is what my structure looks like after I build it out using Google's URL Builder: https://www3.gotomypc.com/~jenkinsj2ee31/campaigns1/shirt-rbsk-crew_(358971)_order_id_(87437)_(49916).html

Step 5: Read your final URL and double check for accuracy!

Yay!! This is the moment you've been waiting for! Once you've got your code built out, be sure to read through each cell and make sure it's accurate and reflects exactly how the product should appear in Google Merchant Center. If there are any other attributes you want to track about a product, just go back to Step 3 and build out the rest of the structure!

We hope this guide was helpful! Go forth and conquer with URL builder! For more indepth information on URL Builder, check out Google's official help article here: https://support.google.com/merchants/answer/1663462?hl=en .