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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.

Create and edit URLs and parameters

Keyword landing page URLs are optional for AdWords, Bing Ads, and Yahoo! Japan

In AdWords, Bing Ads, and Yahoo! Japan engine accounts, you can optionally specify landing page URLs for individual keywords. Because you can change a keyword's landing page URL without causing the engine to create a new keyword, the additional flexibility may be worth the extra work of creating URLs for individual keywords. Note that some DoubleClick Search features, such as landing page tests, require URLs for individual keywords.

When the engine serves an ad, if the keyword that matches the customer's search does not specify a landing page URL, the ad's landing page URL will be used. Because DS traffics a unique custom parameter for each keyword, you'll still see metrics and conversions attributed to specific keywords, even if the keywords don't define a landing page URL.

If a keyword does specify a landing page URL, the keyword's landing page URL will be used instead of the ad's URL, just as before.

In other types of engine accounts, DS requires you to specify both a landing page URL for each text ad and a landing page URL for each keyword.

How DS attributes metrics to keywords without landing page URLs

DS and the engines work together to ensure that metrics and conversions can be attributed to individual keywords:

  1. When you create a keyword, DS traffics a custom parameter that uniquely identifies the keyword.
    For example, if you sign into AdWords, you'll see something like this in the keyword's Custom Parameter column:
    {_dssagcrid} = lid=39700000000000001&ds_s_kwgid=58700000000000001"
  2. When a customer search matches the keyword, the engine serves an ad with a URL that looks similar to this one:
    https://clickserve.dartsearch.net/link/click?
    dssagcrid=lid=39700000000000001&ds_s_kwgid=58700000000000001
    &ds_e_adid=44700001892079667
    &ds_e_matchtype=search&ds_url_v=2
    &ds_dest_url=https://www.myproduct.com
    ?p_id=42
     

    Notice the following in the URL:

    • The ad's URL is actually a tracking URL that redirects to DS.

    • In the tracking URL, the value of the dssagcrid parameter comes from the keyword's custom parameter.

    • The ds_dest_url parameter contains the landing page URL (final URL) defined for the ad.

  3. When the customer is redirected to DS, DS sees the dssagcrid parameter and attributes the click and associated metrics to the keyword. Then DS forwards to the ad's landing page.
If your standard text ads don't include a final URL and you remove landing page URLs from your keywords, DS won't be able to attribute metrics to those keywords. Please switch to using expanded text ads.

DS features affected by this change

Here's how this change affects DS features that interact with landing page URLs.

Copying campaigns

When you copy a campaign from an AdWords, Bing Ads, or Yahoo! Japan engine account:

  • If a keyword in the source campaign does not specify a landing page URL, the new keyword in the destination campaign will not have a landing page URL (just like the original).
  • If a keyword in the source campaign does specify a landing page URL, the new keyword in the destination campaign will have a landing page URL (just like the original).

When you copy an AdWords campaign to a Baidu or Yahoo! Gemini engine account:

  • If a keyword in the AdWords campaign does not specify a landing page URL, DS copies the keyword and uses a landing page URL from an active ad in the same ad group.
  • If a keyword in the source campaign does specify a landing page URL, the new keyword in the destination campaign will have a landing page URL (just like the original).

URL templates

If a keyword doesn't define its own landing page URL, you can't define a URL template for the keyword.

If you remove the landing page URL from a keyword that specifies its own URL template, DS automatically removes the keyword's URL template.

Landing page tests

If a keyword doesn't define its own landing page URL, you can't add the keyword to a landing page test. If a keyword is already in an active landing page test, you can't remove the landing page URL until the test ends.

Bulk edits and rules that find or update landing page URLs

Bulk edits and automated rules that match keyword landing page URLs, or that update keword landing page URLs, will skip keywords that are missing landing page URLs.

"Keyword Landing Page" dimension

If you select the "Keyword Landing Page" dimension on the Dimensions tab, metrics for keywords without landing page URLs will be reported in a row that specifies "---" in the Landing page column.

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