How is my Upgraded URL created?

How is my Upgraded URL created?

Learn the serving URL expansion rules that tell you how your URLs are created with Upgraded URLs.

Upgraded URLs separates the landing page URL from the URL parameters. When your ad is served, Bing Ads combines the different fields to create your URL. The following URL expansion rules define which fields are used.

To understand the rules, you first need to understand how Bing Ads is structure. Here is the Bing Ads structure from highest to lowest:

Bing Ads structure

Now that you know the structure, here are the rules that define how the URLs are created:

Which URL is used

You can add URLs at three different levels (from highest to lowest):

  • Ad: Use the final URL or mobile URL defined in the ad.
  • Keyword: Use the final URL or mobile URL defined at the keyword level or default to the ad final or mobile URL.
  • Sitelink Extension: Use the final URL or mobile URL defined at the Sitelink Extension.
Notes
  • Mobile URLs are only used if the ad is being served on a mobile device.
  • App URLs are reserved for future use.

Which tracking template is used

When applying the tracking template, Bing Ads will use the tracking template defined at the lowest Bing Ads entity. For example, if you have a tracking template defined at the campaign and ad level, the tracking template at the ad level will be applied.

The entity hierarchy from highest to lowest is: Account > Campaign > Ad group > Ad > Keyword > Sitelink Extension.

Example: Override an ad tracking template with a keyword tracking template

If the ad tracking template is: {lpurl}?ad={adid}

And the keyword tracking template is: {lpurl}?ad={adid}&keyword={targetid}

Bing Ads will use the keyword tracking template: {lpurl}?ad={adid}&keyword={targetid}

When your ad is served, Bing Ads:

  • Replaces the {lpurl} with your final URL, www.contoso.com
  • Replaces the variable {adid} with the ad id, 15701653091
  • Replaces the variable {keyword} with the target id, kwd-123

The landing page URL would look like this: www.contoso.com?ad=15701653091&keyword=kwd-123

If there is no tracking template found when your ad is served, the default {lpurl} will be used.

Advanced expansion URL examplesexpando image

If your account structure looks like the following, these examples are ways that your URLs can be created using the URL expansion rules:

Account - Campaign A

   -Ad group A: Ad A, Keyword A (flowers), Keyword B (shoes)

   -Ad group B: Ad B, Ad C, Keyword C (laptops)

Sitelink Extension A

Entity Tracking template Final URL and Mobile URL Custom parameters
Account http://account-tracking.com/?{_id}&url={lpurl}
Campaign A {_campaign}=CampaignA
Ad Group A http://adgroup-a-tracking.com/?{_campaign}&url={lpurl}&{_id} {_id}=AdGroupA
Ad Group B {_id}=AdGroupB
Ad A Final URL: http://contoso.com/Ad-A?{keyword}{ignore}&{_id}&{_campaign}
Ad B Final URL: http://contoso.com/Ad-B?{keyword}{ignore}&{_id} {_id}=AdB
Ad C http://ad-c-tracking.com/?{_campaign} Final URL: Ad URLs always need a Final URL
Keyword A - flowers Final URL: http://contoso.com/Keyword-A?{keyword}{ignore}&{_campaign}
Mobile URL: http://m.contoso.com/Keyword-A?{keyword}{ignore}&{_id}
{_id}=KeywordA
Keyword B - shoes
Keyword C - laptops
Sitelink Extension A Final URL: http://contoso.com/Sitelink-A?{keyword}{ignore}&{_campaign}
Mobile URL: http://m.contoso.com/Sitelink-A?{keyword}{ignore}&{_id}

Example #1 - Ad A is triggered by Keyword A

Property Value Inherited From
Tracking template http://adgroup-a-tracking.com/?{_campaign}&url={lpurl}&{_id} Ad Group A
Final URL http://contoso.com/Keyword-A?{keyword}{ignore}&{_campaign} Keyword A
Mobile URL http://m.contoso.com/Keyword-A?{keyword}{ignore}&{_id} Keyword A
Custom parameters {_campaign}=CampaignA
{_id}=KeywordA
Campaign A
Keyword A
Expanded URL Desktop: http://contoso.com/Keyword-A?flowers&CampaignA
Mobile: http://m.contoso.com/Keyword-A?flowers&KeywordA
-
Expanded Tracking template http://adgroup-a-tracking.com/?CampaignA&url={lpurl}&KeywordA -
Expanded Serving URL Desktop: http://adgroup-a-tracking.com/?CampaignA&url=http%3A%2F%2Fcontoso.com%2FKeyword-A%3Fflowers%26CampaignA&KeywordA
Mobile: http://adgroup-a-tracking.com/?CampaignA&url=http%3A%2F%2Fm.contoso.com%2FKeyword-A%3Fflowers%26KeywordA&KeywordA

Example #2 - Ad A is triggered by Keyword B

Property Value Inherited From
Tracking template http://adgroup-a-tracking.com/?{_campaign}&url={lpurl}&{_id} Ad Group A
Final URL http://contoso.com/Ad-A?{keyword}{ignore}&{_id}&{_campaign} Ad A
Mobile URL -
Custom parameters {_campaign}=CampaignA
{_id}=AdGroupA
Campaign A
Ad Group A
Expanded URL http://contoso.com/Ad-A?shoes&AdGroupA&CampaignA -
Expanded Tracking template http://adgroup-a-tracking.com/?CampaignA&url={lpurl}&AdGroupA -
Expanded Serving URL http://adgroup-a-tracking.com/?CampaignA&url=http%3A%2F%2Fcontoso.com%2FAd-A%3Fshoes%26AdGroupA%26CampaignA&AdGroupA

Example #3 - Ad B is triggered by Keyword C

Property Value Inherited From
Tracking template http://account-tracking.com/?{_id}&url={lpurl} Account
Final URL http://contoso.com/Ad-B?{keyword}{ignore}&{_id} Ad B
Mobile URL
Custom parameters {_id}=AdB
{_campaign}=CampaignA
Ad B
Campaign A
Expanded URL http://contoso.com/Ad-B?laptops&AdB
Expanded Tracking template http://account-tracking.com/?CampaignA&url={lpurl}
Expanded Serving URL http://account-tracking.com/?CampaignA&url=http%3A%2F%2Fcontoso.com%2FAd-B%3Flaptops%26AdB

Example #4 - Sitelink A is matched with Ad A triggered by Keyword A

Property Value Inherited From
Tracking template http://adgroup-a-tracking.com/?{_campaign}&url={lpurl}&{_id} Ad Group A
Final URL http://contoso.com/Sitelink-A?{keyword}{ignore}&{_campaign}
Mobile URL http://m.contoso.com/Sitelink-A?{keyword}{ignore}&{_id}
Custom parameters {_campaign}=CampaignA
{_id}=KeywordA
CampaignA
KeywordA
Expanded URL Desktop: http://contoso.com/Sitelink-A?flowers&CampaignA
Mobile: http://m.contoso.com/Sitelink-A?flowers&KeywordA
Expanded Tracking template http://adgroup-a-tracking.com/?CampaignA&url={lpurl}&KeywordA
Expanded Serving URL Desktop: http://adgroup-a-tracking.com/?CampaignA&url=http%3A%2F%2Fcontoso.com%2FSitelink-A%3Fflowers%26CampaignA&KeywordA
Mobile: http://adgroup-a-tracking.com/?CampaignA&url=http%3A%2F%2Fm.contoso.com%2FSitelink-A%3Fflowers%26KeywordA&KeywordA

Example #5 - Sitelink A is matched with Ad A triggered by Keyword B

Property Value Inherited From
Tracking template http://adgroup-a-tracking.com/?{_campaign}&url={lpurl}&{_id} Ad Group A
Final URL http://contoso.com/Sitelink-A?{keyword}{ignore}&{_campaign} Sitelink A
Mobile URL http://m.contoso.com/Sitelink-A?{keyword}{ignore}&{_id} Sitelink A
Custom parameters {_campaign}=CampaignA
{_id}=AdGroupA
Campaign A
Ad Group A
Expanded URL Desktop: http://contoso.com/Sitelink-A?shoes&CampaignA
Mobile: http://m.contoso.com/Sitelink-A?shoes&AdGroupA
Expanded Tracking template http://adgroup-a-tracking.com/?CampaignA&url={lpurl}&AdGroupA
Expanded Serving URL Desktop: http://adgroup-a-tracking.com/?CampaignA&url=http%3A%2F%2Fcontoso.com%2FSitelink-A%3Fshoes%26CampaignA&AdGroupA
Mobile: http://adgroup-a-tracking.com/?CampaignA&url=http%3A%2F%2Fm.contoso.com%2FSitelink-A%3Fshoes%26AdGroupB%0A&AdGroupA

Example #6 - Sitelink A is matched with Ad B triggered by Keyword C

Property Value Inherited From
Tracking template http://adgroup-a-tracking.com/?{_campaign}&url={lpurl}&{_id} Ad Group A
Final URL http://contoso.com/Sitelink-A?{keyword}{ignore}&{_campaign} Sitelink A
Mobile URL http://m.contoso.com/Sitelink-A?{keyword}{ignore}&{_id} Sitelink A
Custom parameters {_campaign}=CampaignA
{_id}=AdB
Campaign A
Ad B
Expanded URL Desktop: http://contoso.com/Sitelink-A?laptops&CampaignA
Mobile: http://m.contoso.com/Sitelink-A?laptops&AdB
Expanded Tracking template http://adgroup-a-tracking.com/?CampaignA&url={lpurl}&AdB
Expanded Serving URL Desktop: http://adgroup-a-tracking.com/?CampaignA&url=http%3A%2F%2Fcontoso.com%2FSitelink-A%3Flaptops%26CampaignA&AdB
Mobile: http://adgroup-a-tracking.com/?CampaignA&url=http://m.contoso.com/Sitelink-A?laptops&AdBhttp%3A%2F%2Fm.contoso.com%2FSitelink-A%3Flaptops%26AdB%0A&AdB

Example #7 - Sitelink A is matched with Ad C triggered by Keyword C

Property Value Inherited From
Tracking template http://ad-c-tracking.com/?{_campaign} Ad C
Final URL http://contoso.com/Sitelink-A?{keyword}{ignore}&{_campaign} Sitelink A
Mobile URL http://m.contoso.com/Sitelink-A?{keyword}{ignore}&{_id} Sitelink A
Custom parameters {_campaign}=CampaignA
{_id}=AdGroupB
Campaign A
Ad Group B
Expanded URL Desktop: http://contoso.com/Sitelink-A?laptops&CampaignA
Mobile: http://m.contoso.com/Sitelink-A?laptops&AdGroupB
Expanded Tracking template http://ad-c-tracking.com/?CampaignA
Note: Not used since the static ad-level tracking template does not have a {lpurl} parameter.
Expanded Serving URL Desktop: http://contoso.com/Sitelink-A?laptops&CampaignA
Mobile: http://m.contoso.com/Sitelink-A?laptops&AdGroupB

Which custom parameter is used

When applying custom parameters, Bing Ads will use the value of the custom parameter that is defined at the lowest Bing Ads entity. For example, if you have a custom parameter defined at the ad level and one at the keyword level, the custom parameter at the keyword level will be applied.

The entity hierarchy from highest to lowest is: Account > Campaign > Ad group > Ad > Keyword > Sitelink Extension.

Note

It's possible to have more than 3 custom parameters referenced in a single URL. Considering campaign, ad group, ad and keyword and extensions (5 entities), Upgraded URLs gives you the flexibility to define a unique name and value combination at each level which then can be referenced in your tracking template or URL.

There are also substitution rules that you should know about:

Substitute parameters in final URLexpando image

Bing Ads recognized parameters will be substituted with their respected values at the time of impression. Parameters that are not supported by Bing Ads (example: {NotOfficiallySupported}) will not be substituted at the of impression and remain in the URL when the ad is clicked.

Custom parameters are named prefixing with an underscore. Example: {_market}. Custom parameters that do not have a matching name at the time of impression will always be substituted with an empty string. Custom parameters that are referenced in Destination URLs are always substituted with an empty string.

To learn more see, Can I use custom parameters?

Note

A parameter, enclosed by { } that tells Bing Ads what data you want returned when an ad is clicked. The specific parameters to choose from are listed in the table below.

Substitute {lpurl} in tracking templateexpando image

After all the parameters have been substituted in the Final URL, the {lpurl} tag or one of its variations will be the tracking template. If there is not a tracking template found at the time of impression after walking the account hierarchy, the default value {lpurl} will be used which represents the Final URL of the ad at the time of impression.

To learn more, see the Tracking Templates only section What tracking or URL parameters can I use?

Substitute parameters in tracking templateexpando image

After the final URL has been substituted into the tracking template, any remaining parameters that are used in the tracking template will be substituted using the same notes as above.

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