Microsoft Advertising Upgraded URLs

About migrating your Microsoft Advertising accounts to Upgraded URLs

Microsoft Advertising is moving to Upgraded URLs to make managing URLs and tracking parameters easier.

Upgraded URLs impact keywords, ads, product groups, and sitelinks  -- items that include a landing page (or destination) URL.

As a Search Ads 360 user, it's important that you do not migrate landing page URLs for keywords, ads, or product groups in Microsoft Advertising. Instead, use the Search Ads 360 migration feature to migrate your accounts individually or in bulk.

Search Ads 360 won't migrate standard text ads or sitelinks

The migration feature in Search Ads 360 will not migrate standard text ads or currently unsupported Microsoft Advertising features, such as sitelinks. Unsupported features should be migrated in Microsoft Advertising.


About Microsoft Advertising standard text ads

Microsoft Advertising ended support for creating and editing standard text ads on July 31, 2017. Microsoft Advertising will continue to serve standard text ads and Search Ads 360 will continue to report metrics for your standard text ads.

You can only create and edit expanded text ads in your Microsoft Advertising accounts if they've been migrated to Upgraded URLs.


About Microsoft Advertising sitelinks

Microsoft Advertising sitelinks are supported in Search Ads 360 once your Microsoft Advertising accounts have been migrated to Upgraded URLs.

Microsoft Advertising automatically migrated your bundled sitelinks to individual, version 2 sitelinks, but didn't automatically migrate the version 2 sitelinks to Upgraded URLs.  Learn more about Microsoft Advertising sitelinks version 2 on the Microsoft Developer Network.

If your Microsoft Advertising sitelinks aren't migrated to Upgraded URLs but have been migrated to sitelinks version 2, errors will display in Search Ads 360. You can resolve the errors by using a bulksheet to migrate version 2 sitelinks to Upgraded URLs. Learn more.

For most Search Ads 360 users the migration path will be seamless, but some Search Ads 360 users will need to make changes to their existing URLs before they migrate.

Review this guide to learn about the upcoming migration process and what you should do to prepare for the migration:

Migrate inventory keyword campaigns too

After the account is migrated to Upgraded URLs, you should also manually migrate your inventory keyword campaigns to upgraded inventory management.

What are Upgraded URLs?

Today, items such as keywords, ads, and sitelinks specify a destination URL in Microsoft Advertising. The destination URL can refer to a page on the advertiser's site or to a third-party redirect service for additional tracking (such as the Search Ads 360 clickserver URL). The destination URL can also contain URL or custom parameters that pass tracking data to the advertiser's site.

Upgraded URLs split the destination URL into two new fields:

  • Final URL (referred to as the destination URL in Search Ads 360): This URL needs to match the domain of the display URL, or your ad may be disapproved. Your final URL can still contain redirects within the domain. The final URL can also optionally contain URL parameters that pass tracking data to the advertiser's site.
  • Tracking template (referred to as a  URL template in Search Ads 360): Microsoft Advertising tracking templates can contain third-party redirect URLs as well as URL parameters, and can be defined at all levels in the account hierarchy (for example keyword, ad, ad group, campaign, account, and sitelink).

    Currently, you can only manage Microsoft Advertising sitelinks in Microsoft Advertising. You can’t create or report on Microsoft Advertising sitelinks in Search Ads 360. 

Which Search Ads 360 users need to make changes to their URLs before migrating?

For most Search Ads 360 users the migration path will be seamless, but some Search Ads 360 users will need to make changes to their existing URLs before they migrate. Here’s a table to help determine if you need to make changes before migrating:

Situation Action
Your keyword  landing pages in Search Ads 360 redirect to another domain, such as a third-party tracking service, before landing on your domain. For example:

or (sometimes called a "masked URL")
Move redirect URLs into a Search Ads 360 URL template and verify that your landing page in Search Ads 360 is a final URL (matches the domain of your display URL). More information on how to do this is available later in this guide.

This applies only to Microsoft Advertising accounts. Most Google Ads and Yahoo! Japan accounts have already been migrated. In other types of engine accounts-- Baidu and Yahoo! Gemini --landing page URLs can still include third-party redirect URLs.

Your existing ads don't contain a destination URL.
Last year, Search Ads 360 introduced the ability to specify a destination URL in your ads using the Search Ads 360 user interface. (You could always specify a destination URL in Microsoft Advertising.)
Optionally, add a landing page URL to your ads. Learn more.

If you don’t want to specify destination URLs or URL templates in your ads, during the migration, Search Ads 360 will automatically apply a destination URL from a keyword using the following criteria:

  • The keyword is in the same ad group as the ad.
  • The keyword has the most clicks.
  • The domain of the keyword's destination URL matches the domain in the ad's display URL.
If the keyword criteria isn’t met, the ad’s display URL is used as the destination URL.
Your landing page URLs contain fragments or anchors. Move fragments or anchors from landing page URLs to the end of a Search Ads 360 URL template.

If none of these situations apply to you or you’ve completed the actions above, you're ready to migrate your account if you're a member of the Microsoft Advertising Upgraded URLs preview program. Note that before Search Ads 360 starts the migration, it checks the URL templates in your Microsoft Advertising account and generates a list of the templates that contain errors. Optionally, you can fix or ignore the errors before proceeding with the migration.


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