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Can I use {param1}, {param2}, and {param3} for keyword level tracking with Upgraded URLs and final URLs?

Learn what you can to do with param1, param2, and param3 when you change to final URLs.

With Upgraded URLs, you can set up keyword level tracking by creating a tracking template and then you don't have to use {param1}, {param2}, and {param3} anymore. Few points about tracking templates:

  • You can create a tracking template at the account, campaign, ad group, ad, keyword, and sitelink extension level (highest to lowest).
  • When your ad is served, the lowest level tracking template will be appended to your landing page URL.
  • We recommend setting the tracking template at the account level so that it is applied to all campaigns, ad groups, ads, and keywords. To learn more, see Create an account tracking template

If you still want to use {param1}. {param2}, and {param3] for keyword level tracking, you can add a {param} to a domain in the Final URL box, but you cannot have your Final URL be only a {param}.

Example

In the Final URL box, “contoso.com/{param1}” is allowed, but just “{param1}” is not.

{param1}, {param2}, and {param3} are also still allowed in ad titles and descriptions. To learn more, see Automatically customize your ads with dynamic text parameters.

How do I move existing {param1}, {param2}, or {param3} to final URLs?expando image

You can export your {param1} {param2} or {param3}, separate the tracking information from the final URLs, and then upload using Microsoft Advertising Editor. In the instructions below, we will use {param1} but the same instructions apply to {param2} and {param3}.

  1. Open your Microsoft Advertising account in the latest version of Microsoft Advertising Editor.
  2. Select Export and then Export whole account.
  3. In the file, make sure you can see the param1, Final URL, and Tracking template columns. If you don't see the columns, you can add the columns to the file.
  4. In the param1 column, copy the tracking portion of your {param1} and paste it into the Tracking template column. Then insert {lpurl} where your original landing page URL once appeared.
  5. In the param1 column, copy the landing page portion of your {param1} and paste it into the Final URL column.
  6. Make sure that the landing page URL is set to the domain name of the display URL. For example, the “contoso.com” in “www.contoso.com”
  7. Delete the contents of the param1 column. This column should be empty before you import the file.
  8. Save the file.
  9. In Microsoft Advertising Editor, select Import and then Import from file.
  10. Verify that the Upgraded URL columns are correctly mapped to the Microsoft Advertising fields.
  11. Select Post to save the changes to Microsoft Advertising.
What is the precedence for how the URL is chosen by Bing?expando image

Here is the order of which URL + {param} will display when your ad is served (from highest to lowest):

  • Keyword Final URL
  • Keyword Destination URL
  • Ad Final URL
    You can't use http://{param1}.
  • Ad Destination URL
    If this is set as {param1}, Microsoft Advertising looks at the Keyword {param1} value when the ad is served.

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