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).
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.
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.
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.
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.
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.)
The examples shown below represent the most common URL structures; however, your Microsoft Advertising URL structure may vary based on your tracking needs.
Before:
http://www.domain.com/shop?mkwid=a1b...4&pcrid={AdId}
After:
http://www.domain.com/shop?mkwid=a1b...&pcrid={AdId}&pdv={device}
Before:
http://www.domain.com/shop?mkwid=a1b...4&pcrid={AdId}
After:
http://www.domain.com/shop?mkwid=a1b2c3d4|d{device}&pcrid={AdId}
Before:
http://tracker.marinsm.com/rd?cid=zy...ain.com%2Fshop
After:
http://tracker.marinsm.com/rd?cid=zy...t={matchtype}&device={device}&lp=http%3A%2F%2Fwww.domain.com%2Fshop
Before:
http://tracker.marinsm.com/rd?cid=zy...ain.com%2Fshop
After:
http://tracker.marinsm.com/rd?cid=zy...kwid=a1b2c3d4_d{device}&pcrid={AdId}&pkw={keyword}&pmt={matchtype}&lp=http%3A%2F%2Fwww.domain.com%2Fshop
You are eligible for the transition service if you meet the following criteria:
If you meet any of the following criteria, you are not qualified for the transition service at this time:
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.
* Your MCAs must be opted in individually unless you are told otherwise by a Marin Services Representative.
