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Home > English > Search Publishers > Microsoft Advertising > How To Articles: Microsoft Advertising > Testing Landing Pages Using {param1} and {param2}

Testing Landing Pages Using {param1} and {param2}


You can test your landing pages using Microsoft Advertising's dynamic parameters to rotate between landing pages and compare metrics to determine the better performing page.

Using dynamic parameters {param1} and {param2} will allow you to maintain keyword-level tracking while testing separate landing pages.

How to Test Your Landing Pages in Microsoft Advertising

Standard URLs

  1. Assign the first URL at the keyword level using the field Destination URL.
  2. Assign the second URL at the keyword level using the field Param 2 (Microsoft Advertising).
  3. Ensure that the same tracking ID is assigned to both Param 1 and Param 2.
  4. At the ad (creative) level, make a copy of the ads in question.
  5. The original ads will now have their Destination URL as 'Param 1', and the duplicate ads will have their Destination URL as 'Param 2'.

Note: Param 1 and Param 2 are both limited to 70 characters, so clients with long landing page URLs might not be able to implement this approach.

Using Redirects

The difference with redirects is that they are usually longer than the limits for Param 1 and 2. Because of this, we need to break up the final URL into two parts, to be split between the creative's Destination URL and Param 1.

  1. Assign the redirect base URL to the keyword Destination URL field e.g. http://tracker.example.com/rd?cid=901pxy6053&mkwid={ifsearch:s}{ifcontent:c}4nvUbneb&pcrid={creative}&lp=
  2. Make duplicates of the ads in the group.
  3. The original ads will have their Click through URL as the first landing page URL. e.g. http://{param1}http%3A%2F%2Fww<wbr/>w.powpowsports.com/lp1.html
  4. The duplicate ads will have their Click through URL as the second landing page URL. e.g. http://{param1}http%3A%2F%2Fww<wbr/>w.powpowsports.com/lp2.html

Important Notes

  • Please keep in mind that it is best to keep the ads identical in Microsoft Advertising, since there is no option to rotate the ads evenly. Duplicate ads will hopefully get the same number of impressions allowing for each page to receive a statistically significant number of clicks and conversions for the test.
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