Test landing pages

URL requirements for Search Ads 360 landing page tests

Keywords are required to specify landing page URLs

In Bing Ads accounts, specifying a landing page URL for a keyword is usually optional. However, if you want to include a keyword in a landing page test, you'll need to specify a landing page URL for the keyword.

In other types of engine accounts that support landing page tests, keywords are already required to specify a landing page URL.

Follow the engine's policies

URLs in a landing page test need to follow the policies the engine has specified for final URLs.

Be sure to review the engine's URL policies before starting a landing page test.

Original URL

To ensure that Search Ads 360 can correctly replace or update the original URL with a URL from the test (if you choose to do so when you stop the test), note the following requirements for original URLs:

  • The original URL can contain dynamic parameters in the main portion of the URL. For example, you can test keywords with any of the following original URLs:
    • https://{ifmobile:m.example.com}{ifnotmobile:www.example.com}

    • https://www.example.com/{ifsearch:search}{ifcontent:content}

  • The original URL can also contain dynamic parameters and static parameters in the query string. For example, you can test a keyword with the following URL:
    This URL contains both dynamic and static parameters in the query string.
  • In device-specific tests, the original URL and all test URLs are required to use the same HTTP scheme (http or https). That is, the original URL and the test URLs all need to start with http, or the original URL and the test URLs all need to start with https.

    In tests that run on all devices, you can specify a different HTTP scheme for the original URL and test  URLs.

Control and experiment URLs

  • Test URLs cannot contain dynamic parameters in the main portion of the URL.
    For example, you cannot specify either of the following for a control URL or experiment URL:
  • Search Ads 360 does not append parameters from the original URL's query string to the test URLs. If you want to send URL parameters to your landing page during a test, you'll need to define the parameters in a URL template, or include the parameters directly in the test URLs. 
  • The query string of the URLs in a test can contain static parameters and any type of dynamic parameter except ifmobile and ifnotmobile. For example you can use these URLs in a test:
    • Control: https://www.example.com/?a=3&m={match}

    • Experiment: https://www.example.com/?a=4&m={match}

  • ​The ifmobile/ifnotmobile dynamic parameters are not supported in test URLs. Instead, you specify a device type when you start a test.

Temporary URL template and clickserver URLs in Bing Ads accounts

When you start a landing page test in a Bing Ads account,  Search Ads 360 temporarily creates a URL template for the keyword. The new template includes:

  • The URL template the keyword was using before the test.
    (The original URL template is included as a fallback in case errors are encountered.)
  • Any dynamic parameters specified in the test URLs

If you look at the Clickserver URL column for a keyword in a landing page test, you'll see a URL like this:

In the URL above:

  • Search Ads 360 includes the original URL template as the value of the ds_dest_url parameter:

  • The dynamic URL parameters from the test URLs and from the URL template are included in parameters named ds_lpt_param1, ds_lpt_param2, and so on.

When the clickserver URL is directed to Search Ads 360, Search Ads 360 determines which test URL to use, and then it provides values for the dynamic parameters as returned from the engine. The order of parameters will be preserved.

If you created a device-specific test but the device-specific URL is invalid or missing, Search Ads 360 redirects to the original landing page URL instead.

When the test ends, Search Ads 360 removes the temporary template. The keyword will return to using its own template or to inheriting a higher URL template.

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