Create and edit URLs and parameters

param1 field in Bing Ads keywords and ads

Keywords in Bing Ads can use a field named param1 to dynamically pass data to ads for special processing. Before October, 2012, when you used DoubleClick Search (DS) to manage a Bing Ads account, DS would use param1 to store a keyword's landing page URL. While older keywords that use param1 are still valid, Bing Ads now has a Destination URL field for this purpose. 

{param1} in ad URLs

Prior to May 2016, when DS trafficked an ad to Bing Ads, it changed the ad's Destination URL field to a placeholder that looks like the following:
where ds-ad-id is the DS ad ID.

For example, if you sign in to Bing Ads, you’ll see ads with destination URLs like this: {param1}&sadid=44700000153058957

Don't change these URLs in Bing Ads.

When a user clicks on an ad that has a param1 placeholder, Bing replaces the placeholder with the keyword’s clickserver URL. If you remove the {param1} placeholder, the click might not be forwarded to DS and might not be counted in DS performance metrics.

DS now supports destination URLs in Bing Ads ads and no longer changes the ad's destination URL.


What about param2 and param3?

Bing Ads also recognizes the param2 and param3 keyword fields. DS uses the param2 and param3 fields to dynamically change ad copy based on the keyword that matches a customer's query. Learn about using DS to manage text parameters in ads.

Because the param1 field was at one time used in Bing Ads accounts to specify a keyword's landing page URL, you cannot use param1 in DS to specify dynamic text for ads in a Bing Ads account.

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