When you have two sites you need to merge, it can be easy to miss out something important or your web developers might underestimate the scope of a site migration and your PPC campaigns might suffer, we’ve created a checklist for you to avoid wasting any Ad spend. 

Map your existing ad URLs to new URLs

This is really important, create a spreadsheet that contains all of the URLs your ads and ad extensions are currently driving to and map them to your new URLs. This is a really useful opportunity for you to ensure your migration site has all the same landing pages or new product/pages to expand your campaigns on – This spreadsheet will be really useful for switching your ad URLs after the migration. 

Psst: If you’re updating ads on Google or Bing, we recommend updating your current ad URLs, as opposed to launching new net ads, so you preserve the ad performance history.

Ensure that the new site has the same conversion actions and the same tracking codes

Make sure that your relevant conversion actions are changing in the new site or not. Some conversion actions to consider include, phone number, lead forms and newsletter signups. If your new site is going to feature net new conversion actions, these actions will need to be implemented on the new site. Set them up in your relevant PPC campaign platforms and palace the corresponding code into the new site. 

Psst: To find all the URLs currently firing on conversion in Google ads, go to Tools > Conversions > Select a specific conversion > Webpages tab

Create new remarketing audiences based on the new site

If the site migration is going to a new URL, make sure that you create a new page visit action audiences. You want to aim to have the same audiences for the same page visits actions for your new site. 

Test URL redirects

If you’ll be utilizing redirects from the old site to the new site, check that each URL is redirecting to the proper new URL based off the redirect map you created. If not you will need to prepare your ads with new URLs to direct to your new site. 

Psst: Use a spreadsheet to test all your URL’s 

Is your new site mobile friendly?

It’s best to try viewing your new site on your mobile to get an idea if it’s working properly or not. It should be responsive and the layout and format should look good and be dynamic. You can use Google’s mobile site speed test to identify areas you can optimise. 

Update your feed

For e-commerce sites using Google or Bing Shopping ads, check that your feed aligns with the new site structure and create a new feed file with updated URLs. Make sure your google Merchant centre verification tags stay on your site. 

Benchmark your performance

Establish performance benchmarks for your old sie in order to compare performance on the new site. This will be helpful post-migration if you notice a huge drop off in performance. 

Psst: Try using automated rules in Google ads to get instant alerts when performance drops off.

Continue bidding on your old brand name & URL as keywords

If your site migration is because of a business acquisition, there may be a few people still searching for your old brand name and URL. You should continue bidding on these as keywords until you no longer get any traffic from them.

If you are with Bidnamic, our software will do this for you.

To learn more about Bidnamic and our technology, book a call with us.

Laura Burton

Laura Burton

Laura is a Google Shopping specialist, who works in our marketing team. She writes content for Bidnamic as well as ensuring the team has everything they need to help our clients.