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New Feature: Keyword Destination URLs in Bing Ads Now Available in All Markets | #ppc #sem #advertising

One of the top requests from you, our customers, has been for keyword specific destination URLs to define the search ad’s landing page based on a search term (bidded keyword). We heard you: Bing Ads now supports a dedicated field to manage keyword destination URLs. The new “Keyword Destination URL” feature lets you set specific landing pages for each keyword and match type combination. This functionality can help you improve the relevance of your search ad.

If you're using keyword {param1} as a workaround to set keyword specific landing pages (in search ads), you can continue to use the existing {param1}. There is no change in {param1} support and Bing Ads will continue to support it as a regular parameter (or string) replacement or Destination URL replacement.

What do I need to know before using Keyword Destination URLs?

Keyword specific URLs for the campaigns imported through Bing Ads or Bing Ads Editor are managed in the new field called ‘Keyword Destination URL’ and not in {param1} anymore.

NOTE: It is a known issue that importing campaigns with keyword specific URLs through Bing Ads or Bing Ads Editor while using a 3rd party tool that has not coded to use the new “Keyword Destination URL" field results in missing the keyword specific URLs in the 3rdparty tool. In cases like these, please avoid importing keywords with URL from Bing Ads and Bing Ads Editor until your tool provider supports the “Keyword Destination URL” field.

We have been actively engaged with the tool providers on supporting “Keyword Destination URL” field in their tools, and this issue should be addressed once your tool provider adopts to this new field.

How the Keyword Destination URL feature is different from storing keyword destination URLs using {param1}?

Bing Ads has been supporting {param1} as an interim solution to store keyword specific destination URLs in addition to supporting {param1} as param replacement (similar to param2 and param3) in other parts of ad creative. The use of {param1} for keyword URLs requires {param1} to be referred to in the Ad Destination URL field, which is considered an additional task for users (and was often prone to human errors). The use of the Keyword Destination URL feature, however, does NOT require any reference in ad destination URL, as keyword destination URL by default overrides ad destination URL by default.

NOTE: If you use {param1} as part of the ad destination URL and migrate {param1} values to keyword destination URL, your ads could be delivered to a different landing page due to keyword destination URL override behavior.

For example, if your ad destination URL is defined as "{param1}?tracking_id=123", and {param1} is set as www.contoso.com/, then the ads will be delivered with landing page www.contoso.com/?tracking_id=123. In this scenario, moving the {param1} value to the new keyword destination URL would have the ads delivered to www.contoso.com, which does not have the tracking id information. So, you may want to ensure the necessary tracking id or similar information is carried over when migrating the data from {param1} to the new keyword destination URL field.

How does the Keyword Destination URL feature work?

Following has an example of an ad and Keywords to describe how Keyword Destination URL works.

Ad:

Ad Title

Buy Best Coffee

Ad Text

10% discount for Students

Display URL

www.contoso.com

Destination URL

http://www.contoso.com

Keyword:

Keyword

Destination URL

Coffee

http://www.contoso.com/coffee

Tea

http://www.contoso.com
  • When the keyword “Coffee” is searched and the ad is placed on the Yahoo! Bing Network – the URL upon clicking the ad is http://www.contoso.com/coffee which is set at the keyword “Coffee”
  • When the keyword “Tea” is searched and the ad is placed on the Yahoo! Bing Network – the URL upon clicking the ad is: http://www.contoso.com which is set at the search ad level.

Where is the Keyword Destination URL field in Bing Ads and Bing Ads Editor?

Keyword specific Destination URL feature is available in Bing Ads and Bing Ads Editor.

In Bing Ads UI: 

In the Keyword grid, a new Destination URL column now appears:

In Bing Ads Editor UI: 

In the Keywords tab, you can find the new Keyword Destination URL column and field.

Visit our Bing Ads help topic, How to use Keyword Destination URL, for additional help.

For Bing Ads API users:

Bing Ads API supports both {param1} and “Destination URL” elements for a keyword in v7, v8 and Bulk APIs. API Customers can continue to use {param1} as keyword specific destination URL as there is no change to existing {param1}functionality.

Customers who want to use “Keyword Destination URL” must use the special methods provided in the API to Get and Set the keyword destination URL. You can refer to our API documentation and Code samples for keyword destination URL usage scenarios.

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