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Google Adwordsの「改良版URL」に引き続き、Yahoo!スポンサードサーチでも2016年4月13日より「アドバンスドURLシステム」というものに設定URLが移行されます。
目次
アドバンスドURLとは
既存は「広告」は
- 表示URL
- リンク先URL
という2種類のみのパラメータを持っていたが、今後は
- 表示URL
- 最終リンクURL
- スマートフォン向けURL
- トラッキングURL
- カスタムパラメータ
という5種類の要素を持つことになる。
このURLシステムのことを「アドバンスド（高機能）URL」と呼ぶのだろう。
旧来とのもっとも大きな変化は、これまで広告の成果などを分析するために利用しているトラッキング関連のパラメータを「リンク先URL」に記載していたが、今後は「トラッキングURL」欄に記載することだろう。
アドバンスドURLの目的
Yahoo！公式のヘルプより下記声明を引用する。
- １．広告市場の健全性の向上ユーザーに誤解を与えるような広告を減らし、ユーザーがより安心して情報を受け取れる環境を提供します。
- ２．広告主様の運用工数削減による効率的な広告管理リンク先情報やトラッキング情報を分割管理できるようになり、広告主様はより効率的な運用していただけるようになります。
出典：公式ヘルプ
最終リンクURLを明記することでのなりすましの防止や、パラメータの変更コストが減ることによる運用者の手間が軽減されるとのことだ。
詳細は特設サイトに明記されているので、そちらを参照くださいませ。
既存広告と新規入稿について
上記特設サイトにも記載があるが、「すべての広告管理者が作業をする必要がある」。
既存広告の移行について
移行については、現状の運用方法によって3種類に分類される。
- Yahoo提供の移行ツールでの移行
- Webの広告管理ツール上での移行
- キャンペーンエディター上での移行
特に分析をするためのシステムを利用していない限りは、1番の「移行ツール」の登場を待ったほうが無難な気もしている。
移行機能の提供を待たず、自身の手で移行作業を実施したい場合は、名古屋の広告代理店である”カルテットコミュニケーションズ”さんがブログでやり方を紹介しています。
また、公式の移行機能は2016年6月での提供を予定しているようです。
新規入稿について
既存広告は上記の通り、移行機能の登場を待ち、性能を見定めてから対応を考えれば良いが、新規入稿はそうもいかない。
4月13日以降は旧来の「表示先URL」と「リンク先URL」では入稿ができなくなりました。
今後は
- 表示URL：旧来と同様
- 最終リンクURL：広告のランディングページの表示に必要なURLのみを記述
- トラッキングURL：各種計測パラメータを含んだ計測に必要なURL
といった分類で入稿をしていくのが良いでしょう。
所感・まとめ
ここ数年、デジタル広告領域はすさまじいスピードで変化を遂げています。
扱うデータも大量になり、今後ビックデータが実際に運用に活用されるケースも増えてくるでしょう。
しかしそうなると、当然ながら運用コストは上がっていきます。
そのコストを吸収できる一つの方法が「システム化」であることは間違いないでしょう。
しっかりとプロダクトとシステムに寄り添い、運用を省力化し、最大の効力を上げていけるよう精進していきたいと思います。