Can I use custom parameters?

Can I use custom parameters?

Find out how to create custom parameters and add to a tracking template.

With Upgraded URLs, you can now add custom parameters to your tracking templates so that you can track what you want instead of being limited to using just the URL parameters that Bing Ads provides. To learn more, see What are Upgraded URLs and how do I upgrade?

Custom parameters work exactly the same as URL parameters with respect to dynamic substitutions, except that you will define the parameter names and variables (also known as key and value pairs). To learn more, see What tracking or URL parameters can I use?

You can define custom parameters for one or more campaigns, ad groups, ads, keywords or Sitelink Extension and then add them to the corresponding tracking template. We recommend that you create custom parameters at the campaign level and then add them to your account level tracking template. To learn more, see How do I create an account tracking template?

Let's look at an example:

Let's say you have customers in 3 different locations and you want to report on the number of searches from each location.

First you define a custom parameter for each market:

Targeting Market Custom parameters
New York, USA {_market}=ny-usa
Seattle, USA {_market}=sea-usa
Miami, USA {_market}=mia-usa
Then, you add the custom parameter to the tracking template:
{lpurl}?mkt={_market}&keyword={Keyword}
That's it. Now when your ads are served, the landing pages will look like this:
Targeting MarketSample landing page URL
New York, USA http://contoso.com/?mkt=ny-usa&keyword={Keyword}
Seattle, USA http://contoso.com?mkt=sea-usa&keyword={Keyword}
Miami, USA http://contoso.com?mkt=mia-usa&keyword={Keyword}

Add or override custom parameters

Add custom parameters to a new ad or Sitelink Extension expando image
These instructions will only cover what you have to do to add custom parameters and not all the steps that you have to do to create an ad or Sitelink Extension.
  1. Click Campaigns at the top of the page, select either the Ads or Ad Extensions tab and then click Create ad or Create ad extension.
  2. Under Landing page URL, click Final URL and enter the URL of your website.
  3. Click Ad URL options or Sitelink Extension URL options.
  4. Under Custom parameters first box, enter the name of the parameter.
  5. Under Custom parameters second box, enter the variable of the parameter.
  6. Under Tracking template, add the name and variable to the tracking template.
  7. Click Save.
Add custom parameters to an existing campaign or ad group expando image
  1. On the Campaigns page, select either the Campaigns or Ad groups tab.
  2. Click the name of the item you want to add custom parameters to and then click the Settings tab.
  3. Under Advanced settings, click Campaign URL options or Ad group URL options.
  4. Under Custom parameters first box, enter the name of the parameter.
  5. Under Custom parameters second box, enter the variable of the parameter.
  6. Under Tracking template, add the name and variable to the tracking template.
  7. Click Save.
Add custom parameters to an existing ad or Sitelink Extensions expando image
  1. On the Campaigns page, select either the Ads or Ad Extensions tab.
  2. Click the Edit icon next to the ad or select the Sitelink Extension, click Edit, and then Edit an extension.
  3. Under Landing page URL, click Final URL and enter the URL of your website.
  4. Click Ad URL options or Sitelink Extension URL options.
  5. Under Custom parameters first box, enter the name of the parameter.
  6. Under Custom parameters second box, enter the variable of the parameter.
  7. Under Tracking template, add the name and variable to the tracking template.
  8. Click Save.
Add custom parameters to keywords expando image
  1. On the Campaigns page, select the Keywords tab.
  2. Select the keywords you want and then click Edit and Change landing page URLs.
  3. Make sure the Action is set to Final URL and then enter the URL of your website in the Final URL box.
  4. Click Save.
  5. Make sure the keywords are still selected and then click Edit and Change URL options.
  6. Under Custom parameters first box, enter the name of the parameter.
  7. Under Custom parameters second box, enter the variable of the parameter.
  8. Under Tracking template, add the name and variable to the tracking template.
  9. Click Save.
Override a custom parameter expando image

Custom parameters can be set at the campaign, ad group, text ad, keyword and Sitelink Extension level. When applying the tracking template, Bing Ads will use the tracking template defined at the lowest level.

To learn how set up custom parameters at each level, see Can I use custom parameters?.

Example: Overriding a campaign-level custom parameter at the keyword level

Campaign: Sales has the following custom parameters:

  • {_promo} = april-sales
  • {_coupon} = 15OFF
  • {_market} = en-us

If you want to change the coupon amount from 15% off to 25% off for specific keywords, you should define a keyword-level customer parameter {_coupon}=25OFF so that it will be substituted at the time of impression instead of 15OFF.

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