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Home > English > Search Publishers > Microsoft Advertising > How To Articles: Microsoft Advertising > Platform Support for the Microsoft Advertising Keyword Destination URL Field

Platform Support for the Microsoft Advertising Keyword Destination URL Field

Introduction

Note: This article refers to the pre-Upgraded URLs. If you are using the Upgraded URLs in your account(s), please refer to Upgraded URLs: Video Guides.

Historically, Microsoft Advertising users have needed to use {param1} values in order to set keyword-level destination URLs.

As of March 2015, you now have the option of using the dedicated Destination URL field instead.

The following are key benefits for proactively migrating away from {param1}:
 

  • Smart Sync compatibility
  • Ensures smooth migration to Microsoft Advertising’s Upgraded URL's
  • Consistent workflow across the Platform UI & Microsoft Advertising Desktop Editor
  • Ensures there are no conflicts / tracking issue between {param1} & Destination URL
  • Simpler workflow ensures keyword URLs are always in place and removes the need to load {param1} to creatives.
     

Note: the Microsoft Advertising Destination URL field is currently the default for all new Marin Client Accounts with linked Microsoft Advertising publisher accounts. Existing Marin Client Accounts have not yet migrated to using the Destination URL field and will continue to use {param1}.

How To Opt In

In order to start using the Microsoft Advertising Destination URL field, you will need to speak with your Platform Representative to have it activated for your account.

Important Notes

  • The steps below are applicable to customers who are not currently using Microsoft Advertising’s Destination URL.  Please speak with your Platform Representative if you are unsure about whether these steps apply to you.
     

  • Once this feature is activated on your account, you will not be able to see or edit the {param1} field in the platform. Therefore, it is important to follow the steps noted below in order to complete a smooth transition to Microsoft Advertising’s Destination URL.

Keyword transition to Destination URL

  1. Create a bulk sheet of all your Microsoft Advertising Keywords. The bulk sheet should include the following headers:
     

  • Account
  • Campaign
  • Group
  • Keyword
  • Match Type
  • Destination URL (Note: while the column header is Destination URL, the value for Microsoft Advertising’s Param 1 is used [unless the Microsoft Advertising Destination URL feature is already enabled for your account].)
     
  1. Request your Platform service representative to enable the Microsoft Advertising Destination URL feature on your account(s)
     

  2. Upload the bulk sheet to the Platform. This will populate the Destination URL field with the values from Param 1.
     

  3. Review and post to Microsoft Advertising once updates are verified.

Creatives (Recommended Option)

  1. Create a bulksheet of all your Microsoft Advertising Creatives for which the Destination URL contains {param1}. The bulksheet should include the following headers:
     

  • Account
  • Campaign
  • Group
  • Headline
  • Desc Line 1
  • Display URL
  • Destination URL
     
  1. Replace instances of {param1} with a URL for your website.
     

  2. Upload the updated bulksheet to the Platform.
     

  3. Review and post to Microsoft Advertising once updates are verified.

Considerations and Best Practices

  1. Keyword Destination URLs take precedence over the Creative Destination URLs when the ad is served.  Therefore, it is not required to remove {param1} from creative URLs, but it recommended in order to reduce the risk of confusion in the future and to maintain a consistent URL structure across your account(s).
     

  2. Once this feature is activated for your account, the URL Builder and Autocorrect (if enabled) will run on the new Destination URL field rather than on {param1} as before.
     

  3. It is recommended to make changes in the Platform directly to allow you to preview the URLs before they are posted the publisher.
     

  4. Once the keyword and creative Destination URLs are updated and verified to be working correctly, it is recommended to remove the {param1} values in Microsoft Advertising. Note: the removal of {param1} values must be managed in the Microsoft Advertising application directly as the Platform will not edit {param1} once the Microsoft Advertising Destination URL feature is enabled.


 

 


 

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