Create and edit URLs and parameters

param1 field in Bing Ads keywords and ads

Keywords in Bing Ads can use a field named param1 to dynamically pass data to ads for special processing. Before October, 2012, when you used Search Ads 360 to manage a Bing Ads account, Search Ads 360 would use param1 to store a keyword's landing page URL. While older keywords that use param1 are still valid, Bing Ads now has a Destination URL field for this purpose. 

{param1} in ad URLs

Prior to May 2016, when Search Ads 360 trafficked an ad to Bing Ads, it changed the ad's Destination URL field to a placeholder that looks like the following:
where ds-ad-id is the Search Ads 360 ad ID.

For example, if you sign in to Bing Ads, you’ll see ads with destination URLs like this: {param1}&sadid=44700000153058957

Don't change these URLs in Bing Ads.

When a user clicks on an ad that has a param1 placeholder, Bing replaces the placeholder with the keyword’s clickserver URL. If you remove the {param1} placeholder, the click might not be forwarded to Search Ads 360 and might not be counted in Search Ads 360 performance metrics.

Search Ads 360 now supports destination URLs in Bing Ads ads and no longer changes the ad's destination URL.


What about param2 and param3?

Bing Ads also recognizes the param2 and param3 keyword fields. Search Ads 360 uses the param2 and param3 fields to dynamically change ad copy based on the keyword that matches a customer's query. Learn about using Search Ads 360 to manage text parameters in ads.

Because the param1 field was at one time used in Bing Ads accounts to specify a keyword's landing page URL, you cannot use param1 in Search Ads 360 to specify dynamic text for ads in a Bing Ads account.

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