Create and edit URLs and parameters

Use URL parameters to send data to your site

Advertisers often add parameters to their URLs to send data to the landing page. URL parameters are made of a key and a value separated by an equals sign (=) and joined by an ampersand (&). The first parameter always comes after a question mark in a URL. For example, the following URL includes a product code:
In this example, the landing page may have a script that causes it to display information about the product identified by the sid URL parameter.

You can append the following types of URL parameters 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.

You can append URL parameters directly to your landing page URLs or to a URL template. While using a URL template simplifies landing page URLs, they are not compatible with AdWords parallel tracking. Learn more about compatibility issues with AdWords parallel tracking.

Adding parameters directly to landing page URLs

Instead of (or in addition to) adding parameters to URL templates, you can add URL parameters directly to keyword or ad landing page URLs. For example, if you need to send static, keyword-specific or ad-specific data to your landing page, you'll need to add parameters directly to keyword or ad landing page URLs. 

You can add parameters from a few different places in DS:

  • You can add parameters when you use the DS UI to create keywords or ads. Here's an example of using the DS UI to create keywords with a static parameter in the landing page URL:
      Keyword Match type Max CPC Landing page
    1 red shoes Exact 0.30{ignore}?sid=1234567
    2 blue suede shoes Exact 0.30{ignore}?sid=567889
  • If you're using the DS UI to edit existing keywords, add the Landing page column to the Keywords tab and add parameters to the URL in the Landing page column.
  • Bulksheets: If you're using bulksheets to create keywords or ads that need specific parameters, add the parameters to the URL in the Keyword Landing Page or Ad Landing Page column.

Keep the following in mind when adding parameters directly to a landing page URL:

  • Make sure the first parameter is preceded by the ? character. Even if you're also including parameters in URL templates, it's recommended that you add ? before the first parameter in your landing page URL.

  • Separate the second, third, and any subsequent parameters with &.

  • Don't include spaces in the query string.

  • Don't use any of the reserved parameters as the name of a parameter.

  • Make sure that any parts of the URL that affect the content of your landing page appear before the {ignore} parameter. Here's an example landing page URL that includes the {ignore} parameter and a DS macro:{ignore}&ds_kid=[*KeywordID*]

    In the example above, the advertiser's site may use the "channel=paidsearch" parameter to adjust the content on the landing page, so it appears before {ignore}. The advertiser uses the ds_kid parameter for tracking purposes only, so it's recommended that it appears after {ignore}.

    Note that you don't need to use the {ignore} parameter in DS URL templates, product group URLs, or URLs for AdWords dynamic targets. You only need the use the parameter if you're specifying DS macros directly in a landing page URL (which DS traffics to the final URL in the engine).

  • In some engines, editing ad copy or URLs causes the engine to remove the old ad and create a new one. The new ad does not retain the performance history of the original ad, but you can still report on the old, removed ad.

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.

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