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Home > English > Search Publishers > Microsoft Advertising > How To Articles: Microsoft Advertising > URL Migration for Microsoft Advertising Enhanced Campaigns

URL Migration for Microsoft Advertising Enhanced Campaigns


In 2014, Microsoft Advertising combined tablet and PC/laptop campaigns, while smartphone campaigns remained separate. Starting on March 23, 2015, Microsoft Advertising will begin unifying device targets, essentially removing the option to target mobile vs. desktop/tablet.  

In preparation for this change, Marin Software is offering to add the {device} ValueTrack parameter to Microsoft Advertising URLs on behalf of our clients in support of Microsoft Advertising Enhanced Campaigns (a.k.a. Unified Device Targeting). 

Timeline for URL Updates

On February 11, 2015, you'll see a Banner Alert in each Marin Client Account that meets the qualification criteria.

The banner (shown in the screenshot below) will contain instructions for opting into this service. You'll then be able to begin appending Microsoft Advertising’s device ValueTrack parameter to URLs.

Step 1: Syncing Accounts

The initial step of the transition requires syncing your Microsoft Advertising publisher account to your corresponding Marin Client Account. If you have opted in, the syncing of accounts will occur between February 16, 2015 and March 8, 2015.

While the syncing of your account is in progress, any updates to the Microsoft Advertising campaigns, bids, keywords, creatives, etc. must be managed in the Marin Platform directly. Note that syncing errors may occur if updates are made outside of the Platform during this time.

Step 2: Marin will tag Microsoft Advertising URLs

The second step for Marin’s service to tag Microsoft Advertising URLs with the {device} ValueTrack parameter. This process will begin on March 9, 2015.

Step 3: Client reviews and posts URLs

The final step requires action on your part. You will be notified once we upload the URLs in the Held status for review. After you have reviewed and approved the updated URLs, you are free to post the updated objects to Microsoft Advertising via the Platform's Activity Log.

Items updated by this automated process can be found in the Activity Log by filtering for User = ec.migration@marinsoftware.

Account changes included in this transition service

The Microsoft Advertising URL Builder settings and the Microsoft Advertising keyword, creative, and product group URLs will be updated to reflect the device parameter syntax used in URL Builder for the Google publisher. (Note: Sitelink URLs are not part of this service, so you are responsible for adding the device tracking value to your own Sitelink URLs.)

How will my URLs look after the update?

The examples shown below represent the most common URL structures; however, your Microsoft Advertising URL structure may vary based on your tracking needs.

Redirect Examples










Which Accounts are qualified for the Transition Service?

You are eligible for the transition service if you meet the following criteria:

  • Your MCA is linked to one or more Microsoft Advertising publisher accounts (required).
  • Microsoft Advertising Spend: If the Microsoft Advertising publisher account has spend over the last 90 days

Which accounts are not qualified for the transition service?

If you meet any of the following criteria, you are not qualified for the transition service at this time:

  • Your MCA is not linked to any Microsoft Advertising publisher accounts.
  • MCA does not have any Microsoft Advertising spend over the last 90 days.
  • Google’s URL Builder is not configured for Device tracking.
  • Invalid Microsoft Advertising credentials.
  • Microsoft Advertising keywords already contain {device}.

What if I want to opt out of the transition service?

If you do not want your Microsoft Advertising URLs to be updated just now, you don't need to take any action. This is an opt-in only service.

If your are not opting in during the offered service window (February 10, 2015 – February 22, 2015), you'll need to make these updates yourself. 

What if I have multiple accounts?

  • If you have multiple Microsoft Advertising publisher accounts linked to a single MCA, you should only opt-in if you'd like all Microsoft Advertising publisher accounts to be updated.
  • Each Marin Client Account must be opted in individually* by clicking on the link in the Banner Alert displayed in each account. This allows customers with multiple Marin Client Accounts to opt-in to a subset of accounts, rather than all accounts.

* Your MCAs must be opted in individually unless you are told otherwise by a Marin Services Representative.

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