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Many advertisers use keyword-level destination URLs because they provide a foolproof approach to ensure uniqueness – by adding an incremental or random ID number to each.
While it is possible to test different ads using this approach (via the {creative} parameter and its cousins), the URL itself is fixed, meaning each ad must go to the same landing page. For this reason, many advertisers will use creative-level URLs when performing creative and landing page testing. Let's find out more about how to set up this type of URL.
mkwid=[distribution][uniq_id]&pcrid=[creative_id]&kw=[keyword_text]&mt={matchtype}
. In this case, the {keyword} parameter starts after kw and stops after &, and the {creative} parameter starts after pcrid and stops after &.