Add URL parameters to keywords

Learn about URLs for ads and keywords in DS.

To perform additional tracking on your keywords in a manual campaign, you can 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.

  • Static parameters with values that are inserted by DS macros. See the list of DS macros you can append.

For example

Here's an example landing page URL for a keyword in an AdWords engine account. The URL passes static parameters, ValueTrack parameters, and parameters with values from DS macros to the landing page:
http://www.mywebsite.com/?sid=1234567&KWNM={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

DS offers several options for adding URL parameters to keywords in manual campaigns:

  • DS URL templates: Instead of adding the same parameters to each landing page URL, you can create a URL template and let DS apply the parameters automatically. If you change a template, DS automatically updates the landing page URLs that are using the template.

    In addition to saving time and ensuring accuracy, using a URL template simplifies landing page URLs so you can quickly scan your keywords and sitelinks and see where they’re supposed to land.

  • The DS UI: If you're creating or editing just a few keywords that need specific parameters, use the DS UI to add URL parameters.
  • Bulksheets: If you're creating or editing a large number of keywords that need specific parameters, use a DS bulksheet to add URL parameters.
  • Automated rules: Set up rules to analyze keyword landing pages every day and see if specific parameters exists; if they don’t, the rule can automatically add it.

After you add parameters, confirm they they were added.

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 item 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.

Use the DS UI to add parameters

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.

 

Use a bulksheet to add parameters

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.

Use automated rules to add parameters

You can automatically append parameters to keyword landing pages using rules in DoubleClick Search (DS). You’ll set up rules to analyze the keyword landing page every day and see if the parameter exists; if it doesn’t, automatically have DS add it.

The first parameter in a URL query string is prefixed with ?, with subsequent parameters prefixed with &. You’ll create two rules - one that appends the parameter if there is an existing ?, and one that appends the parameter if there isn’t an existing ?.

Follow the steps below to have parameters automatically appended to all keywords for a particular engine account. This will create rules to analyze the existing landing page in DS and use the Append to URL option when needed.

We recommend you apply the rule to a small subset of keywords first to verify the intended action.

Example:

  • Keyword landing page: http://www.advertiser.com

  • URL parameter to be appended: utm_keyword={keyword}

  • Final expected landing page: http://www.advertiser.com?utm_keyword={keyword}

Create rule #1: Existing ?
  1. Navigate to an engine account and click the Keywords tab.

    Steps for navigating to an engine account
    1. In the left navigation pane, click All accounts.
      What if the left navigation pane isn't visible?

    2. Click the navigation bar to display navigation options.

    3. In the Agency list, click on the agency that contains the advertiser. You can search for an agency by name or scroll through the list.

    4. In the Advertiser list, click on the advertiser that contains the engine account.

    5. In the Account list, click on the engine account.

    6. Click Apply or press the Enter key.

    DoubleClick Search displays the engine account page.

  2. Above the reporting table, click Rules.

  3. If there are no rules applied yet, click Create new rule.

  4. In Rule name:

    1. Name your rule.
    2. Click Next.
  5. In Conditions:

    1. Select the attribute Landing page.
    2. Select Contains.
    3. Enter ?.
    4. Add another attribute for Landing page and select Does not contain.
    5. Enter the parameter value.
      For example: utm_keyword={keyword}
    6. Click Next.
  6. In Actions and alerts:

    1. Select Append to URL.
    2. Enter the parameter value.
      For example: &utm_keyword={keyword}
    3. If necessary, update the email addresses that will receive rules alerts.
    4. Click Next.
  7. In Schedule:

    1. Elect to set up a recurring schedule to run daily.
    2. Click Save rule.
Create rule #2: No existing ?
  1. Navigate to an engine account and click the Keywords tab.

    Steps for navigating to an engine account
    1. In the left navigation pane, click All accounts.
      What if the left navigation pane isn't visible?

    2. Click the navigation bar to display navigation options.

    3. In the Agency list, click on the agency that contains the advertiser. You can search for an agency by name or scroll through the list.

    4. In the Advertiser list, click on the advertiser that contains the engine account.

    5. In the Account list, click on the engine account.

    6. Click Apply or press the Enter key.

    DoubleClick Search displays the engine account page.

  2. Above the reporting table, click Rules.

  3. If there are no rules applied yet, click Create new rule.

  4. In Rule name:

    1. Name your rule.
    2. Click Next.
  5. In Conditions:

    1. Select the attribute Landing page.
    2. Select Does not contain.
    3. Enter ?.
    4. Add another attribute for Landing page and select Does not contain.
    5. Enter the parameter value.
      For example: utm_keyword={keyword}
    6. Click Next.
  6. In Actions and alerts:

    1. Select Append to URL.
    2. Enter the parameter value.
      For example: ?utm_keyword={keyword}
    3. If necessary, update the email addresses that will receive rules alerts.
    4. Click Next.
  7. In Schedule:

    1. Elect to set up a recurring schedule to run daily.
    2. Click Save rule.

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.

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