Create and edit URLs and parameters

Add URL parameters directly to landing page URLs

Instead of (or in addition to) adding parameters to URL templates or a Final URL Suffix, you can add URL parameters directly to keyword or ad landing page URLs. For example, if you need to send static, keyword-specific or ad-specific data to your landing page, you'll need to add parameters directly to keyword or ad landing page URLs. 

You can add parameters to landing page URLs from a few different places in Search Ads 360:

  • You can add parameters when you use the Search Ads 360 UI to create keywords or ads. Here's an example of using the Search Ads 360 UI to create keywords with a static parameter in the landing page URL:
      Keyword Match type Max CPC Landing page
    1 red shoes Exact 0.30 https://example.com{ignore}?sid=1234567
    2 blue suede shoes Exact 0.30 https://example.com{ignore}?sid=567889
  • If you're using the Search Ads 360 UI to edit existing keywords, add the Landing page column to the Keywords tab and add parameters to the URL in the Landing page column.
  • Bulksheets: If you're using bulksheets to create keywords or ads that need specific parameters, add the parameters to the URL in the Keyword Landing Page or Ad Landing Page column.

Keep the following in mind when adding parameters directly to a landing page URL:

  • Make sure the first parameter is preceded by the ? character. Even if you're also including parameters in URL templates, it's recommended that you add ? before the first parameter in your landing page URL.

  • Separate the second, third, and any subsequent parameters with &.

  • Don't include spaces in the query string.

  • Don't use any of the reserved parameters as the name of a parameter.

  • Make sure that any parts of the URL that affect the content of your landing page appear before the {ignore} parameter. Here's an example landing page URL that includes the {ignore} parameter and a static tracking parameter:
    http://www.example.com/shoes?pid=12346{ignore}&channel=paidsearch

    In the example above, the advertiser's site may use the "pid=12346" parameter to adjust the content on the landing page, so it appears before {ignore}. The advertiser uses the channel parameter for tracking purposes only, so it's recommended that it appears after {ignore}.

    Note that you don't need to use the {ignore} parameter in Search Ads 360 URL templates, Final URL Suffixes, product group URLs, or URLs for Google Ads dynamic targets. You only need the use the parameter if you're specifying tracking parameters directly in a landing page URL.

  • In some engines, editing ad copy or URLs causes the engine to remove the old ad and create a new one. The new ad does not retain the performance history of the original ad, but you can still report on the old, removed ad.

Reserved parameters 

The parameter names listed below are reserved for Search Ads 360 internal use only. If you add them to a landing page URL, Search Ads 360 will report an error and will not traffic the item to the engine.

  • ds_e_adid
  • ds_e_cmpid
  • ds_e_device
  • ds_e_kwdid
  • ds_e_kwgid
  • ds_e_matchtype
  • ds_e_placement
  • ds_e_product_id
  • ds_e_product_target_id
  • ds_e_searchquery
  • ds_e_searchterm
  • ds_e_source
  • ds_s_adid
  • ds_s_cmpid
  • ds_s_kwgid
  • ds_s_sleid
  • ds_s_sli
  • ds_url_v
  • lid
  • sadid

If you're already using any of these parameter names for your own tracking purposes, you'll need to change the landing page parameter option in the engine accout to Include full URL (unencoded). With this option, Search Ads 360 wraps your landing page URLs and enables you to use any parameter name.

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