Create a shopping campaign

Manage landing page URLs for product groups

Product groups generate landing page URLs by applying a URL template to a URL you specify in your inventory feed. Here's how it works:

  1. By default, engine accounts specify the following URL template:
  2. Product groups inherit the engine-level template unless you specify another template at the campaign, ad group, or product group level.

    Action required for older product groups:
    AdWords product groups created before mid-August, 2016 and Bing Ads product groups created before mid-January 2017 specify their own URL template (DoubleClick Search automatically created these product-level URL templates). As a result, these older product groups override any templates you specify higher up by default. If you want these product groups to inherit a URL template from the ad group, campaign, or account, you'll need to resume inheritance by removing the URL template DS created.

  3. With this default template, when a user clicks a shopping ad the engine will substitute the URL exactly as specified in your inventory feed (no escaping or other processing).

    AdWords substitutes the URL defined in the 'adwords redirect' attribute of your feed, or the 'link' or 'mobile link' attribute if the 'adwords redirect' attribute is not provided. Bing Ads substitutes the URL defined in the 'link' attribute.

Product group templates are copied to child product groups

If you specify a URL template for a specific product group (instead of inheriting the URL template from a higher level), when the product group is subdivided (either manually by you or automatically by an adaptive shopping campaign):

  • The new child product groups start out with a copy of the parent's URL template. You can keep the URL template as-is, or edit or remove the template in the child product groups as needed.
  • You can no longer edit or remove the URL template for the parent product group.

For example:

URL templates are inherited
  1. For a product group named "Electronics", you specify this URL template:
  2. When the "Stereos" and "Cameras" product groups are created, they initially inherit the URL template from the parent "Electronics" product group.

    Note that at this point, the URL template for "Electronics" can no longer be edited or removed.
  3. You can edit the URL templates in any of the child product groups. For example, you add the &sid=1234567 parameter to URL template for "Cameras."

Using a template to escape URLs

If you use a third-party tracking service, or if you have a chain of redirects on your site, you may need to escape the URL specified in your inventory feed. In this case change the engine account's URL template, or create a lower-level template, that specifies one of the following:

  • {lpurl} - Escapes the landing page URL
  • {escapedlpurl} - (AdWords only) Also escapes the landing page URL. Learn more about the differences between {escapedlpurl} and {lpurl} in AdWords accounts.
  • {lpurl+2} - Escapes the landing page URL twice
  • {lpurl+3} - Escapes the landing page URL three times

Note that other AdWords ValueTrack parameters such as {escapedlpurl+2} are not available for AdWords product groups managed by DS.

In Bing Ads shopping campaigns, you can also use the following placeholder instead of the others listed above:

  • {lpurlpath} - (Bing Ads only) The URL path without the site's domain
    For example, if you specify in your inventory feed, only shoes will be returned. Use this placeholder if you need to change or correct the domain specified in the inventory feed. For example, you can specify the following landing page URL for a Bing Ads product group:{lpurlpath}

Adding URL parameters

To perform additional tracking on your product groups, you can append the following types of parameters to the URL templates used by your product groups:

  • Adwords ValueTrack parameters (AdWords campaigns only).

  • Bing Ads dynamic parameters (Bing Ads campaigns only).

  • 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 URL template for a product group that passes static parameters, ValueTrack parameters, and parameters with values from DS macros to the landing page:

See more about this example

The example URL template above specifies the following types of parameters:

  • Two static parameters: sid=1234567 and ref=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 product group, ad group, or campaign caused the ad to display.

  • A ValueTrack parameter: p_id={product_id}, which passes the ID of the product to the landing page, as specified in your Merchant Center data feed.

  • A parameter with a DS macro: ag=[*AdgroupID*], which uses a DS macro to pass the DS ID of the ad group to the landing page. The value of the parameter will depend on the ad group that contains the product group.

Ready to get started?

Edit the URL template at the account level, or create a template at the campaign, ad group, or product group level.

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