Manage landing page URLs for product groups

To generate a landing page URL for a product group, Google Ads and Microsoft Advertising apply a Final URL Suffix to the URL defined in your inventory feed's ads redirect [ads_redirect] attribute. If the inventory feed doesn't provide the ads redirect [ads_redirect] attribute, the advertising platform uses the URL in the "link" or "mobile link" attribute.

To generate a tracking URL, the new Search Ads 360 combines its clickserver URL with any additional tracking URLs or parameters in a URL template and traffics the results to a tracking template.

When a customer clicks your shopping ad, the advertising platform sends the customer directly to the landing page URL while simultaneously sending a request to the URL in the tracking template.

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, the following occurs:

• 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.

Example

 

1. For the "Electronics" product group, you specify the following URL template:
   https://tracker.com/?url={escapedlpurl}
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.

You can edit the URL templates in any of the child product groups. For example, to pass a specific item ID to your third-party tracking service, add the &sid=1234567 parameter to the 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 client account's URL template or create a lower-level template that specifies one of the following:

1. {lpurl} – Escapes the landing page URL.
2. {escapedlpurl} – (Google Ads only) Also escapes the landing page URL. Learn more about the differences between {escapedlpurl} and {lpurl} in Google Ads accounts.
3. {lpurl+2} – Escapes the landing page URL twice.
4. {lpurl+3} – Escapes the landing page URL three times.

Note that other Google Ads ValueTrack parameters, such as {escapedlpurl+2}, are not available for Google Ads product groups that the new Search Ads 360 manages.

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

• {lpurlpath} – The URL path without the site's domain.

Example

• If you specify http://example.com/shoes 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. 
• You can specify the following landing page URL for a Microsoft Advertising product group: http://www.examples.com/{lpurlpath}.

Adding URL parameters

To perform additional tracking on your product groups, you can append the following types of parameters to the URL templates or Final URL Suffix that your product groups use:

• Google Ads ValueTrack parameters (Google Ads campaigns only).
• Microsoft Advertising dynamic parameters (Microsoft Advertising 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 custom parameters in the new Search Ads 360 or macros you can append.

Use a Final URL Suffix to specify URL parameters that your landing pages require. Learn more about specifying URL parameters.

Example

Here's the data you start with:

• ads redirect [ads_redirect] attribute of your inventory feed: https://example.com?pid=1234
• Final URL Suffix: c={_dscampaign}
• URL template: https://tracker.com?source=google&url={escapedlpurl}%26c%3D%[*Campaign*]

Here's how the new Search Ads 360 and Google Ads and Microsoft Advertising use the data in a shopping campaign named "Hoopers shoes":

1. The new Search Ads 360 does the following:
   • Posts the {_dscampaign=Hoopers+shoes} custom parameter to Google Ads.
   • Posts the Final URL Suffix to Google Ads or Microsoft Advertising.
   • Combines its clickserver URL with the URL template and posts the result to the advertising platform’s tracking template.
2. When a customer clicks your shopping ad, the advertising platform combines the Final URL Suffix with the URL from the inventory feed and sends the customer to the following URL: https://example.com?pid=1234&c=Hoopers+shoes
3. The platform also sends a request to the URL in the tracking template: http://clickserve.dartsearch.net/link/click?lid=123456789&ds_s_kwgid=987654321...&ds_dest_url=https://tracker.com?source=google&url=https%3A%2F%2Fgoogle.com%2Fasnc%2FdGVzdA

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.