Create and edit URLs and parameters

Implement device-specific landing pages

If you've created pages on your site that are designed for specific devices, use the ifmobile and ifnotmobile dynamic parameters to direct visitors to the correct page depending on the type of device they're using. The search engines determine which URL to use when they serve an ad. For example, the following keyword specifies https://m.example.com?utm=c&device=m as a landing page for mobile devices and https://www.example.com?utm=a&device=d for tablets and desktop computers:

Keyword Match type Max CPC Landing page
mortgage interest rates exact (inherited) https://{ifmobile:m.example.com?utm=c&device=m}{ifnotmobile:www.example.com?utm=a&device=d}

You can include these parameters when you're creating adscreating keywords or editing existing keywords.

Search Ads 360 only supports the ifmobile and ifnotmobile parameters

Even for those search engines that support other ways of specifying device-specific landing pages, Search Ads 360 only supports the ifmobile and ifnotmobile parameters. If you use the ifphone and ifnotphone parameters in a Yahoo! Gemini account, Search Ads 360 will convert them into ifmobile and ifnotmobile.

Shared parameters

If some of the parameters are the same for both device types, define them just once, either at the end of the landing page URL, in a URL template, or in a Final URL Suffix. For example, if you want both device types to pass the id of a specific product to the landing page, specify this landing page URL: 
https://{ifmobile:m.example.com?utm=c&device=m}{ifnotmobile:www.example.com?utm=a&device=d}&sid=1234567

URL fragments after the query string

If you use an {ifmobile} or {ifnotmobile} parameter in a query string (not recommended), including a URL fragment in the ifmobile/ifnotmobile parameter itself is not valid.

For example, this landing page URL is not valid in Search Ads 360 because the ifmobile / ifnotmobile parameters are part of the query string, and the parameters include URL fragments:
https://www.example.com?p_id=42{ifmobile:&d=m#frag1}{ifnotmobile:&d=d#frag2}

Recommended practice

If you're using a URL template or a Final URL Suffix in accounts with shared templates, add fragments to the end of the URL template or Final URL Suffix. If instead you add a fragment to the end of the landing page URL, any URL parameters in the template may be interpreted as part of the fragment and therefore ignored by the landing page.

Otherwise, use device-specific URLs instead of device-specific query strings with fragments. This landing page is valid in Search Ads 360 because the ifmobile / ifnotmobile parameters are not within the query string:
https://{ifmobile:www.example.com?p_id=42&d=m#frag1}{ifnotmobile:www.example.com?p_id=42&d=d#frag2}

Note that this URL is not valid because the URL fragment is not at the end of the URL:
https://{ifmobile:www.example.com?p_id=42&d=m#frag1}{ifnotmobile:www.example.com?p_id=42&d=d#frag2}&mtype={MatchType}&kw={Keyword} 

Instead, you would need to repeat the "mtype" and "kw" parameters in each device-specific URL:
https://{ifmobile:www.example.com?p_id=42&d=m&mtype={MatchType}&kw={Keyword}#frag1}{ifnotmobile:www.example.com?p_id=42&d=d&mtype={MatchType}&kw={Keyword}#frag2} 

Google Ads Final Mobile URLs

Final Mobile URLs are another way to specify mobile landing pages in Google Ads (instead using the ifmobile and ifnotmobile ValueTrack parameters). You cannot create, manage, or display Final Mobile URLs from Search Ads 360.

If you sign into Google Ads and create Final Mobile URLs:

  • You can successfully sync the items into Search Ads 360, but Search Ads 360 ignores the Final Mobile URL. Search Ads 360 only syncs the Final URL exactly as specified in Google Ads.
  • Google Ads uses the Final Mobile URL for mobile devices even if the landing page URL contains {ifmobile} parameters. If the Final Mobile URL is invalid (for example if it points to a non-existent page), Google Ads will fall back to the landing page URL.

Clicks on Final Mobile URLs are included in Search Ads 360 reports, and device segments and dimensions correctly attribute mobile traffic to mobile devices.

Example of Final Mobile URL

  1. You sign into Google Ads and create the following keyword:
    Final URL in Google Ads  Final Mobile URL in Google Ads
    https://www.example.com/mortgage https://m.example.com/final-mobile

    When you sync the keyword into Search Ads 360, Search Ads 360 ignores the Final Mobile URL and uses the Final URL as the Search Ads 360 landing page URL:
    https://www.example.com/mortgage

    If a customer clicks an ad that uses these URLs:

    • On a mobile device, the landing page is https://m.example.com/final-mobile
    • On a non-mobile device, the landing page is https://www.example.com/mortgage
  2. In Search Ads 360, you add {ifmobile} and {ifnotmobile} parameters to the landing page URL. After Search Ads 360 traffics the change, the URLs for the keyword are:
    Landing page URL in Search Ads 360 Final URL in Google Ads Final Mobile URL in Google Ads
    https://{ifmobile:m.example.com/mortgage}{ifnotmobile:www.example.com/mortgage} https://{ifmobile:m.example.com/mortgage}{ifnotmobile:www.example.com/mortgage} https://example.com/final-mobile

    If a customer clicks an ad that uses these URLs:

    • On a mobile device, the landing page is https://example.com/final-mobile (Google Ads uses the Final Mobile URL)
    • On a non-mobile device, the landing page is https://www.example.com/mortgage
  3. In Google Ads, you remove the Final Mobile URL and sync the change into Search Ads 360:
    Landing page URL in Search Ads 360  Final URL in Google Ads  Final Mobile URL in Google Ads
    https://{ifmobile:m.example.com/mortgage}{ifnotmobile:www.example.com/mortgage} https://{ifmobile:m.example.com/mortgage}{ifnotmobile:www.example.com/mortgage} [removed]

    If a customer clicks an ad that uses this URL:

    • On a mobile device, the landing page is https://m.example.com/mortgage
    • On a non-mobile device, the landing page is https://www.example.com/mortgage

Baidu Mobile and Non-mobile URLs

Baidu requires keywords and ads to specify mobile and non-mobile URLs. If you sign into Baidu and create keywords and ads, you're required to enter two separate URLs (one mobile devices and the other non-mobile devices). When you sync keywords from Baidu into Search Ads 360, Search Ads 360 reformats the two separate URLs as a single landing page URL with ifmobile and ifnotmobile parameters. You can also mix URL protocols for the same keyword.

Trafficking URLs to Baidu

Search Ads 360 always traffics two clickserver URLs to Baidu for each keyword: one for mobile devices and one for non-mobile devices. (If you specify only one landing page in the Landing page URL column, Search Ads 360 uses the same landing page for both clickserver URLs.)

Example of trafficking URLs to Baidu

For example, if you create this keyword in the Search Ads 360 UI:

Keyword Match type Max CPC Landing page
mortgage interest rates exact (inherited) https://{ifmobile:m.example.com/mortgage}{ifnotmobile:www.example.com/mortgage}

Search Ads 360 traffics two clickserver URLs like this:

Mobile: https://clickserve.dartsearch.net/link/click?lid=43700001171542080&ds_s_kwgid=58700000138513001&ds_e_adid={creative}&ds_e_matchtype={ifsearch:search}{ifcontent:content}&ds_e_device={device}&ds_url_v=2&ds_dest_url=https://m.example.com/mortgage

Non-mobile: https://clickserve.dartsearch.net/link/click?lid=43700001171542080&ds_s_kwgid=58700000138513001&ds_e_adid={creative}&ds_e_matchtype={ifsearch:search}{ifcontent:content}&ds_e_device={device}&ds_url_v=2&ds_dest_url=https://www.example.com/mortgage

The Clickserver URL column in Search Ads 360 shows this:
https://clickserve.dartsearch.net/link/click?lid=43700001171542080&ds_s_kwgid=58700000138513001&ds_e_adid={creative}&ds_e_matchtype={ifsearch:search}{ifcontent:content}&ds_e_device={device}&ds_url_v=2&ds_dest_url=
{ifmobile:https://m.example.com/mortgage}
{ifnotmobile:https://www.example.com/mortgage}

If you create this keyword in the Search Ads 360 UI:

Keyword Match type Max CPC Landing page
mortgage interest rates exact (inherited) https://www.example.com/mortgage

Search Ads 360 traffics two clickserver URLs like this:

Mobile: https://clickserve.dartsearch.net/link/click?lid=43700001171542080&ds_s_kwgid=58700000138513001&ds_e_adid={creative}&ds_e_matchtype={ifsearch:search}{ifcontent:content}&ds_e_device={device}&ds_url_v=2&ds_dest_url=https://www.example.com/mortgage

Non-mobile: https://clickserve.dartsearch.net/link/click?lid=43700001171542080&ds_s_kwgid=58700000138513001&ds_e_adid={creative}&ds_e_matchtype={ifsearch:search}{ifcontent:content}&ds_e_device={device}&ds_url_v=2&ds_dest_url=https://www.example.com/mortgage

The Clickserver URL column in Search Ads 360 shows this:
https://clickserve.dartsearch.net/link/click?lid=43700001171542080&ds_s_kwgid=58700000138513001&ds_e_adid={creative}&ds_e_matchtype={ifsearch:search}{ifcontent:content}&ds_e_device={device}&ds_url_v=2&ds_dest_url=
{ifmobile:https://www.example.com/mortgage}
{ifnotmobile:https://www.example.com/mortgage}

The Clickserver URL column in the Search Ads 360 UI doesn't display the two separate clickserver URLs. Instead, the URL in the column uses {ifnotmobile} and {ifmobile} parameters to display the two URLs that are trafficked to Baidu.

Trafficking a Microsoft Advertising URL to the engine

If you use device-specific landing pages in Microsoft Advertising campaigns, Search Ads 360 appends the entire URL to the clickserver URL in the ds_dest_url query string. This is regardless of the landing page parameter option that you've selected for the engine account. This means that the clickserver URL for a keyword would look something like the following:

https://clickserve.dartsearch.net/link/click?lid=43700001171542080&ds_s_kwgid=58700000138513001&ds_e_adid={creative}&ds_e_matchtype={ifsearch:search}{ifcontent:content}&ds_e_device={device}&ds_url_v=2&ds_dest_url=https://{ifmobile:m.example.com?utm=c&device=m}{ifnotmobile:www.example.com?utm=a&device=d}

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