Shortened URLs can be utilized in a variety of ways and are most useful for tracking, marketing, and sharing links to other mediums such as print, social, and SMS.
Pepperdine uses the format of "go.pepperdine.edu/_______" for our short URLs with
a link management tool called Rebrandly. Similar to TinyURL and Bitly, this tool allows
us to brand, track, and share short URLs using a branded domain name that we can build
custom URLs on.
Why Use a Short URL
- Branding – provides credibility, company assoication, and relavance to the link (over Bitly URLs)
- Tracking – being able to attribute clicks and marketing efforts of various campaigns
- Inserting UTM parameters – This helps with link tracking, but inserting UTM parameters makes a link long and ugly. A link shortener allows you to hide, or mask, your parameters behind the new shorter version.
- Ease of use – faster to typing and easier to recall the URL (good for print, word-of-mouth, radio, and telveision)
- Appealing – customize URLs look more relevant with the content and information shared
Where to Use a Short URL
- For marketing or event campaigns
- In social media when link is visible in the post text
- On print flyers, mailers, banners, radio, television, and outdoor advertising
- In SMS/text messaging that limits the number of characters/length used in the message
How to Request a Short URL
Those interested in obtaining shortened Pepperdine URLs need to complete the Shortened URL Request Form maintained by IMC.
- Short URLs are for temporary use only and will be removed after two years without notice.
- Short URL needs to be visible or verbal and not for a button or link behind other text.
- Short URLs are for redirecting Pepperdine subdomain URLs only.
Related Terms and Tools
Classic redirects are what we have been traditionally using to handle a redirect for
directing traffic from a page that has been moved or removed altogether.
Vainity URLs will only be used for evergreen redirects now, which we define as redirecting
URLs that live long-term without change and are unrelated to any marketing tactics.
QR codes are a type of matrix barcode that users can scan from their mobile devices
to redirect them to a website. This is often easier for the user to use over typing
in a URL and is primarily seen used on print and television platforms.
Urchin Tracking Module codes (UTMs) are snippets of code—attached to the end of a URL—used to measure the effectiveness of digital marketing campaigns. They are also used to pinpoint specific sources of traffic to your website. UTM codes, at a minimum, include a traffic source, a medium, and a campaign name.