Send your customers to a specific landing page

You can use URL variables to send people to the landing pages that are most relevant to the customer's search queries or other input.

Sending customers to landing pages specific to the product or service that are most relevant to their search queries or other input can help boost click-through rate, conversions, and conversion rate. You do this by associating appropriate URLs with specific keywords.

For example, if you sell shoes and you're bidding on the keyword running shoes, you can "link" a URL for the webpage where you sell running shoes to that keyword. When a customer searches for running shoes and your ad is displayed, it will include the URL you've linked to the keyword.

From the collapsible menu on the left, select Campaigns.

If you're using the new Microsoft Advertising navigation, from the navigation menu on the left, select Campaigns.
From the menu on the left, select Keywords.
Find and select the keyword you want to update.
From the menu above the table, select Edit > Change landing page URLs.
Input your desired URL.
Select Save.

Note

You can assign a unique landing page URL for a match type of a keyword you’ve bid on, such as exact. For customers whose search phrases are not exact match types, such as children's running shoes (phrase match) for the example above, your ad has your default landing page URL. Customers who search for a phrase that's an exact match will see an ad with a landing page URL that leads directly to your "Running Shoes" page.