Use automated rules to add URL parameters to keywords

You can use Search Ads 360 rules to automatically append parameters to keyword landing pages in search engine accounts. The rules analyze the keyword landing page every day and see if specific parameters exist; if the parameters are missing, the rules automatically have Search Ads 360 add it.

If you're appending the same URL parameters to all keywords in an ad group, campaign, or account, use URL templates or a Final URL Suffix instead of adding the parameters directly to the keyword landing page URLs. URL templates and Final URL Suffixes apply the same set of URL parameters to all keywords in the template or suffix's scope.

Because the first parameter in a URL query string is prefixed with ? and subsequent parameters prefixed with &, you need to create two rules - one that appends the parameter if there is an existing ?, and one that appends the parameter if there isn’t an existing ?

Follow the steps below to have parameters automatically appended to all keywords for a particular engine account. This will create rules to analyze the existing landing page in Search Ads 360 and use the Append to URL option when needed.

Example:

• Keyword landing page: https://www.advertiser.com

• URL parameter to be appended: kwd={keyword}

• Final expected landing page: https://www.advertiser.com?kwd={keyword}

Create rule #1: Existing ?

1. Navigate to a search engine account and click the Keywords tab.

   Steps for navigating to an engine account

   1. In the left navigation panel, click All accounts.
      What if the left navigation pane isn't visible?

   2. Click the navigation bar to display navigation options.

   3. In the "Agency" list, click on the agency that contains the advertiser. You can search for an agency by name or scroll through the list.

   4. In the "Advertiser" list, click on the advertiser that contains the engine account.

   5. In the "Account" list, click on the engine account.

   6. Click Apply or press the Enter key.

   Search Ads 360 displays the engine account page.

2. Above the reporting table, click Rules.

3. If there are no rules applied yet, click Create new rule.

4. In Rule name:

   1. Name your rule.
   2. Click Next.

5. In Conditions:

   1. Select the attribute Landing page.
   2. Select Contains.
   3. Enter ?.
   4. Add another attribute for Landing page and select Does not contain.
   5. Enter the parameter value.
      For example: kwd={keyword}
   6. Click Next.

6. In Actions and alerts:

   1. Select Append to Landing Page.
   2. Enter the parameter value.
      For example: &kwd={keyword}
   3. If necessary, update the email addresses that will receive rules alerts.
   4. Click Next.

7. In Schedule:

   1. Elect to set up a recurring schedule to run daily.
   2. Click Save rule.

Create rule #2: No existing ?

1. Navigate to a search engine account and click the Keywords tab.

   Steps for navigating to an engine account

   1. In the left navigation panel, click All accounts.
      What if the left navigation pane isn't visible?

   2. Click the navigation bar to display navigation options.

   3. In the "Agency" list, click on the agency that contains the advertiser. You can search for an agency by name or scroll through the list.

   4. In the "Advertiser" list, click on the advertiser that contains the engine account.

   5. In the "Account" list, click on the engine account.

   6. Click Apply or press the Enter key.

   Search Ads 360 displays the engine account page.

2. Above the reporting table, click Rules.

3. If there are no rules applied yet, click Create new rule.

4. In Rule name:

   1. Name your rule.
   2. Click Next.

5. In Conditions:

   1. Select the attribute Landing page.
   2. Select Does not contain.
   3. Enter ?.
   4. Add another attribute for Landing page and select Does not contain.
   5. Enter the parameter value.
      For example: kwd={keyword}
   6. Click Next.

6. In Actions and alerts:

   1. Select Append to URL.
   2. Enter the parameter value.
      For example: ?kwd={keyword}
   3. If necessary, update the email addresses that will receive rules alerts.
   4. Click Next.

7. In Schedule:

   1. Elect to set up a recurring schedule to run daily.
   2. Click Save rule.

Confirm that the parameters were added

After you add parameters to keyword landing page URLs, you’ll see them in the Landing page column and the Clickserver URL column for each keyword.