About migrating your Bing Ads accounts to Upgraded URLs

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

DoubleClick Search won't migrate standard text ads or sitelinks

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


About Bing Ads standard text ads

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

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


About Bing Ads sitelinks

Bing Ads sitelinks are supported in DoubleClick Search once your Bing Ads accounts have been migrated to Upgraded URLs.

Bing Ads 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 Bing Ads sitelinks version 2 on the Microsoft Developer Network.

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

For most DoubleClick Search users the migration path will be seamless, but some DoubleClick Search 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 Bing Ads. 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 DS 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 DoubleClick Search): 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 DS URL template in DoubleClick Search): Bing Ads 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 Bing Ads sitelinks in Bing Ads. You can’t create or report on Bing Ads sitelinks in DoubleClick Search. 

Which DS users need to make changes to their URLs before migrating?

For most DoubleClick Search users the migration path will be seamless, but some DS 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 DoubleClick Search redirect to another domain, such as a third-party tracking service, before landing on your domain. For example:

https://example.tracker.com?id=123 (sometimes called a "masked URL")
Move redirect URLs into a DS URL template and verify that your landing page in DS 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 Bing Ads accounts. Most AdWords 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, DoubleClick Search introduced the ability to specify a destination URL in your ads using the DoubleClick Search user interface. (You could always specify a destination URL in Bing Ads.)
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, DoubleClick Search 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 DS 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 Bing Ads Upgraded URLs preview program. Note that before DS starts the migration, it checks the URL templates in your Bing Ads 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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