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Create a manual campaign

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:
https://www.mywebsite.com/?channel=paidsearch{ignore}&sid=1234567&KWNM={keyword}&KWID=[*TrackerID*]

See more about this example

This landing page URL specifies the following types of parameters:

  • Two static parameters: channel=paidsearch and sid=1234567. 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.

  • The {ignore} ValueTrack parameter, which indicates that the remaining parameters are used for tracking purposes only. It's recommended that you specify the {ignore} parameter if you're including DS macros in the URL. 

    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:
    http://www.example.com/shoes?channel=paidsearch{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}.

  • 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 using the DS UI to create keywords that need specific parameters, add the parameters in the DS UI. For example:
     
      Keyword Match type Max CPC Landing page
    1 red shoes Exact 0.30 https://example.com{ignore}?sid=1234567
    2 blue suede shoes Exact 0.30 https://example.com{ignore}?sid=567889
    3        

    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 or edit keywords that need specific parameters, add the parameters to the URL in the Keyword Landing Page column.
  • 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.

Keep the following in mind when adding parameters to a keyword's query string:

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

  • Separate each parameter with &.

  • There should be no spaces in the query string.

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

If you forget to include ? in a URL that contains parameters, DS will automatically convert the first & to a ? before redirecting to the landing page. For example:
Original URL: https://example.com&color=red&size=10
DS redirects to: https://example.com?color=red&size=10

DS does not change the first & if ? appears later in the URL. For example:
Original URL: https://example.com&color=red?size=10
DS redirects to: https://example.com&color=red?size=10

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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