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Welcome to the help center for DoubleClick Search, a platform for managing search marketing campaigns.  While the help center is available to the public, access to the DoubleClick Search product is available only to subscribing customers who are signed in. To subscribe or find out more, contact our sales team.

Test landing pages

URL requirements for DS landing page tests

Original URL

To ensure that DS can correctly replace or update the original URL with a URL from the test (if you choose to do so when you stop the test), note the following requirements for original URLs:

  • The original URL can contain dynamic parameters in the main portion of the URL. For example, you can test keywords with any of the following original URLs:
    • https://{}{}


  • The original URL can also contain dynamic parameters and static parameters in the query string. For example, you can test a keyword with the following URL:{matchtype}&p_id_static=4
    This URL contains both dynamic and static parameters in the query string.
  • In device-specific tests, the original URL and all test URLs are required to use the same HTTP scheme (http or https). That is, the original URL and the test URLs all need to start with http, or the original URL and the test URLs all need to start with https.

    In tests that run on all devices, you can specify a different HTTP scheme for the original URL and test  URLs.

  • In AdWords accounts the landing page test ignores any Final Mobile URL you created for the keyword. Learn more.

Control and experiment URLs

  • Test URLs cannot contain dynamic parameters in the main portion of the URL.
    For example, you cannot specify either of the following for a control URL or experiment URL:{ifsearch:search}{ifcontent:content}
  • DS does not append parameters from the original URL's query string to the test URLs. If you want to send URL parameters to your landing page during a test, you'll need to define the parameters in a URL template, or include the parameters directly in the test URLs. 
  • The query string of the URLs in a test can contain static parameters and any type of dynamic parameter except ifmobile and ifnotmobile. For example you can use these URLs in a test:
    • Control:{match}

    • Experiment:{match}

  • ​The ifmobile/ifnotmobile dynamic parameters are not supported in test URLs. Instead, you specify a device type when you start a test.

Temporary URL template and clickserver URLs in AdWords accounts

When you start a landing page test in an AdWords account,  DoubleClick Search (DS) temporarily creates a URL template for the keyword. The new template includes:

  • The original URL, including any tracking URL and URL parameters from the template the keyword was using before the test.
    (The original URL is included as a fallback in case errors are encountered.)
  • Any dynamic parameters specified in the test URLs and in the URL template the keyword was using before the test

If you look at the Clickserver URL column for a keyword in a landing page test, you'll see a URL like this:{device}%26m%3D{matchtype}%26n%3D{ifsearch:search}{ifcontent:content}&ds_lpt_param1={device}&ds_lpt_param2={matchtype}&ds_lpt_param3={ifsearch:search}&ds_lpt_param4={ifcontent:content}&ds_lpt_param5={targetid}&ds_lpt_param6={creative}&ds_lpt_end

In the URL above:

  • DS encodes the original URL and includes it as the value of the ds_dest_url parameter:{device}%26m%3D{matchtype}%26n%3D{ifsearch:search}{ifcontent:content}

  • The dynamic URL parameters from the test URLs and from the URL template are included in parameters named ds_lpt_param1, ds_lpt_param2, and so on.

When the clickserver URL is directed to DS, DS determines which test URL to use, and then it provides values for the dynamic parameters as returned from the engine. The order of parameters will be preserved.

If you created a device-specific test but the device-specific URL is invalid or missing, DS redirects to the original landing page URL instead.

When the test ends, DS removes the temporary template. The keyword will return to using its own template or to inheriting a higher URL template.

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