Example part 1
For example, here’s a landing page URL for a keyword:
https://www.myproduct.com?p_id=42
In this example, the p_id parameter refers to a product ID, which the advertiser’s web site uses to display information about a specific product. Each of your keywords may specify a different ID, so the p_id parameter can't be part of a URL template.
Let's say that you're using an internal reporting solution that requires all landing page URLs in an engine account to also specify a few parameters that will be the same for all keywords. So you want landing pages that look like this:
https://www.myproduct.com?p_id=42&campaign=[*Campaign*]&keyword=[*KeywordID*]&src={param2}
Instead of adding the tracking parameters to each keyword landing page URL, in accounts that don't use parallel tracking, you can define the tracking data once in an engine-account URL template. Search Ads 360 will apply the template to all existing keywords in the engine account and to any new ones you create going forward.
Note that in the template, you specify the {unescapedlpurl} placeholder to identify where you want Search Ads 360 to insert the landing page URL. If your landing page URLs are encoded, you specify the {escapedlpurl} placeholder instead.
In accounts that do use parallel tracking, use a Final URL Suffix for URL parameters that your landing pages require. Learn more about URL parameters in Search Ads 360.
Example part 2
Continuing the example, you may have one campaign in the account in which you need to pass a different set of URL parameters. For this campaign, you want landing page URLs that look like this:
https://www.myproduct.com?p_id=42&campaign=[*Campaign*]&keyword=[*KeywordID*]&channel={product_channel}
You can create a URL template for the campaign that looks like this:
{unescapedlpurl}?campaign=[*Campaign*]&keyword=[*KeywordID*]&channel={product_channel}
All keywords in the campaign will use the campaign's template instead of the engine-account's template.