Add URL parameters

To perform additional tracking on your keywords and ads, you can use query strings to append the following types of parameters to keyword landing page URLs in DoubleClick Search (DS):

  • Engine-specific dynamic parameters (such as Adwords ValueTrack or Bing dynamic parameters).

  • Static parameters that refer to your own marketing campaigns, product codes, or other internal tracking information that you want to add to the landing page.

  • Parameters that are dynamically generated by DS macros. See the list of DS macros you can append.

For example

Here's an example landing page URL in an AdWords engine account that passes parameters to the landing page:{keyword}&KWID=[*TrackerID*]&channel=paidsearch

See more about this example

This landing page URL specifies the following types of parameters:

  • Two static parameters: sid=1234567 and channel=paidsearch. Both the parameter name and value are defined by the advertiser. Because these parameters are static, the same values will be passed to all landing pages, regardless of which keyword, ad group, or campaign caused the ad to display.

  • A dynamic parameter: KWNM={keyword}, which uses an AdWords ValueTrack parameter to pass the keyword text to the landing page. The value of the parameter will depend on the keyword that caused an ad to display.

  • A parameter with a DS macro: KWID=[*TrackerID*], which uses a DS macro to pass the DS ID of the keyword to the landing page. The value of the parameter will depend on the keyword that caused an ad to display.

How to add parameters

In DoubleClick Search

To append parameters in DoubleClick Search, add query parameters to keyword landing page URLs when creating or editing keywords.

For example
Add a landing page parameter.


From a bulksheet

To add these parameters from bulksheet:

  1. Download a keyword report with Editable Columns (for re-upload)

  2. For each keyword in the downloaded report, add query parameters to the URL in the Keyword Landing Page column.

  3. Upload the bulksheet.

Keep the following in mind when using query strings to add parameters:

  • If it’s not yet present in the URL, add ? before the first query string.

  • Separate each query string with &.

  • There should be no spaces in the string.

  • Do not use any of the reserved parameters as the name of a query string.

Confirm that the parameters were added

After you add parameters to keyword landing page URLs, you’ll see them in the Landing page column and the Clickserver URL column for each keyword.

Reserved parameters

The parameter names listed below are reserved for DoubleClick Search internal use only. If you add them to a landing page URL, DoubleClick Search will report an error and will not traffic the keyword to the engine.

If you're already using any of these parameter names for your own tracking purposes, you'll need to change the landing page parameter option in the engine accout to Include full URL (unencoded). With this option, DS wraps your landing page URLs and enables you to use any parameter name.

  • ds_e_adid
  • ds_e_cmpid
  • ds_e_device
  • ds_e_kwdid
  • ds_e_kwgid
  • ds_e_matchtype
  • ds_e_placement
  • ds_e_product_id
  • ds_e_product_target_id
  • ds_e_searchquery
  • ds_e_searchterm
  • ds_e_source
  • ds_s_adid
  • ds_s_cmpid
  • ds_s_kwgid
  • ds_s_sleid
  • ds_s_sli
  • ds_url_v
  • lid
  • sadid

DS-only additional parameters are no longer commonly used.

Click here if you still use them

If you still use DS-only additional parameters for historical reasons, they don’t include other types of parameters (such as dynamic parameters), and you don’t want to use an Excel function to update the URL, you can update them using the URL parameters selectable column in the UI, or the Keyword URL Parameters column via upload. Don't include the ? (question mark) in the column; DS will automatically add it to the URL.

The Keyword URL Parameters column is not currently included in the upload templates; you need to download a report that includes keywords, and the column will appear. You can then add parameters to that column and upload it back into DS.

How helpful is this article:

Feedback recorded. Thanks!
  • Not at all helpful
  • Not very helpful
  • Somewhat helpful
  • Very helpful
  • Extremely helpful