upgraded urls workshop pt-2

Microsoft Confidentialhttp://aka.ms/bingadswebinars #bingadswebinars

Upgraded URLs Workshop Part 2Faster and more efficient URL management

MJ DePalmaSEM Pro Channel ManagerBing Ads, Microsoft@mjdepalma

Today’s Webcast Host & Speaker

Jamie ChungProgram ManagerBing Ads, Microsoft@jamiechung

DisclaimerThe documents referenced and all content provided in this call is for informational purposes only. Some information relates to pre-released product which may be substantially modified before it’s commercially released. Microsoft makes no warranties, express or implied, with respect to the information provided here.

Here’s what you’ll learn:• Updates on Upgraded URLs timelines• Must knows, best practices, common gotchas• How to prepare your tools and customers

Agenda

Updates on Upgraded URLs timelines

Listening…to your feedback about Upgraded URLs

“ ““Bing Ads Has a Customer Obsession. Customer obsession isn’t a buzzword for the Bing Ads team. It’s a state of mind.”

-Danny GoodwinManaging Editor at Momentology by

Linkdex

You spoke. We listened.• April 2016 – piloting with API partners and

customers• July 2016 – “readily available”, but not rolled out• CY2016 – no Bing Ads requirement on migration of

Ask for Bing Partners: Be API V10 + Upgraded URLs ready so customers are unblocked

Upgraded URLs Timelines

Enable your QA accounts into pilot

Upgraded URLs: Pilot Access

Mental checklist for Upgraded URLs:• Successful end-to-end testing for tool providers and platform

integrators• Open questions are answered so you have full confidence• Customer list has been submitted for pilot enablement• Migration plan is communicated with Bing Ads

Let us know: bingads-pilots@microsoft.com

Most knows,best practices, common gotchas

Upgraded URLs // must knows

Basic URL validation rules

• Final + Mobile URLs must start with http:// or https://

• Tracking templates must reference landing page URL using a permutation of {lpurl} {unescapedlpurl} {lpurl+2}…

Upgraded URLs: Must knows

URL domain mismatch

Domain name of Display URL must match website’s landing page URL after redirect and tracking is applied.

Read more about URLs and landing page policies

Upgraded URLsIncreased URL character limits:

Field Character Limit

Destination URL 1024 – today’s current URL limit

Final URL 2048

Mobile URL 2048

App URL **future use** 2048

Tracking template 2048

Custom parameter name 16, for example: {_coupon} is 6 chars long "coupon"

Custom parameter value 200

Combined Upgraded URLs character lengths can be 4096 at impression: Final URL + Tracking template

Upgraded URLs w/ Auto-tagging enabled

Note: Combined URL and Effective Serving URL are terms used for illustration purposes only.

Auto-tagging is applied after the effective serving URL. This can be either the tracking template that is chosen at the time of impression, or the final URL if there is no tracking template used.

Tracking template http://tracking.contoso.com?url={lpurl}&keyword={Keyword}&matchtype={Matchtype}

Final URL http://contoso.com

Combined URL http://tracking.contoso.com?url=http%3A%2F%2Fcontoso.com&keyword={Keyword}&matchtype={Matchtype}

Effective Serving URL http://tracking.contoso.com?url=http%3A%2F%2Fcontoso.com&keyword=flowers&matchtype=e

Effective Serving URL (with auto-tagging applied)

http://tracking.contoso.com?url=http%3A%2F%2Fcontoso.com&keyword=flowers&matchtype=e&utm_source=bing&utm_medium=cpc&utm_campaign=Sales&utm_content=Clearance&utm_term=Shoes

Upgraded URLs// best practices

Set an account-level tracking template

Upgraded URLs: Best practices

Set your account level tracking template that will apply to all campaigns in your account. If you edit the tracking template at the campaign, ad group, or ad level, it will override these settings.

Benefits:• Simplified URL tracking story for advertisers• Easier than making bulk edit changes across multiple campaigns and creatives• Does not submit ads to policy review

If not account-level: Set a campaign or ad group level tracking template for more flexibility.

Mobile URLs make it easier for customers

Destination URLhttp://{IfMobile}m.{/IfMobile}contoso.com/contact-us.html

Mobile URLDestination URL versus Upgraded URLs

Final URLhttp://m.contoso.com/contact-us.html

Using Final URLs and Mobile URLs save customers time:• more readable• intent is clear and distinct

http://contoso.com/contact-us.html

Mobile URLs make it easier for customers

Destination URL Final URL + Mobile URL

Using Final URLs and Mobile URLs save customers time:• more readable• intent is clear and distinct

{param1} {param2} {param3}

{param1,2,3} are mostly used for keyword level tracking.

Two step process:1) Migrate keyword params to Upgraded

URLs (Final URL, Mobile URL)2) Set ad creative URL = display URL

{param1} = http://contoso.com

Keyword: +red +flowers

Final URL = http://contoso.com

Keyword: +red +flowers

Migrate from {param1} to Final URL

{param1} {param2} {param3}

{param1,2,3} are mostly used for keyword level tracking.

Two step process:1) Migrate keyword params to Upgraded URLs

(Final URL, Mobile URL)2) Set ad creative URL = display URL

Destination URL = {param1}

Ad Creative: Buy Flowers

Migrate from {param1} to Display URL

www.contoso.com/flowers

Final URL = http://www.contoso.com/flowers

Ad Creative: Buy Flowerswww.contoso.com/flowers

Notify Bing Ads about your migration plans

Work with your Technical Account Manager or Partner Account Manager so that Bing Ads knows when you plan to move large volumes of URLs over.

Benefits:• Optimal timing for high volume accounts• Minimize policy review for ads and keywords

1) Contact your Technical Account Manager or Partner Account Manager2) Ask questions on our MSDN Developer Forums3) Always feel free to email us: bingads-pilots@microsoft.com

Upgraded URLs// common gotchas

Inheritance + Overrides: Which X gets chosen?

Upgraded URLs: Gotchas

Tracking templates and custom parameters follow an and inheritance and override pattern based on the Bing Ads account structure.

Tracking template defined at ad creative level overrides campaign, which overrides account.

Custom parameter defined at the campaign level can be referenced on keyword URLs.

Unresolved custom parameters

Upgraded URLs: Gotchas

• Custom parameters are dynamic URL tags whose names are prefixed with underscore

• {_coupon} is a custom parameter “coupon” that may be referenced in URL or tracking template.

• Unresolved custom parameters are not substituted at time of impression.

Final URL http://contoso.com?cmp={Campaign}&promo={_coupon}

Effective Serving URL (if {_coupon} is defined)

http://contoso.com?cmp=End-of-month-sale&promo=50OFF

Effective Serving URL (if {_coupon} is not defined)

http://contoso.com?cmp=End-of-month-sale&promo={_coupon}

What do you think about the updated Upgraded URLs migration plan and timeline?

Poll Question

How to prepare your tools and customers

Let’s recap

Current situationCurrently you use destination URLs to direct customers to the most relevant landing page associated to the keyword and track important information about your ads, such as the keyword that triggered a conversion or the name of the campaign that triggered an ad. All of this information is captured in a single URL that combines your landing page URL along with tracking information. This can get messy and make it more difficult to make changes to your tracking code later, even for simple changes, such as adding a new dynamic text or URL parameter. And, anytime you update your tracking information, your ad stops running. This is because any changes to destination URLs need to be re-reviewed and approved. This means that the less time your ads spend running, the more conversions you are missing out on. 28

http://contoso.com?keyword={KeyWord}

Example:

http://landingpage+trackinginfo

Destination URL field:

Introducing Upgraded URLsWith Upgraded URLs, we are improving the way you manage your ad tracking, so you can quickly make updates to your tracking codes and keep your ads running.

There will be separate fields for URLs:

1. Final URL – The landing page URL where you are sending your customers to.

2. Shared Tracking Template – This contains your tracking information.

Now you will be able to update your tracking information in a single location, at scale, without the worry of your ads going dark.

http://landingpage+trackinginfo

Destination URL field:

http://landingpage

Upgraded URL fields:

trackinginfoFinal URL Shared tracking template

Example:

http://contoso.com {lpurl}?keyword={Keyword}

Making tracking management more efficientWe recommend that you set up a tracking template at the account level so that any changes you make cascade downward to your ads and other URLs.

You can, of course, still choose to manage or override tracking at the individual level using local tracking templates for keywords, ads or sitelinks.

We’ve provided you with this flexibility, so you can chose the method that works best for you!

Account

Campaign

Ad Group

Shared Tracking Template

Campaign

Ad Group Ad Group Ad Group

Less down time, more conversions and clicksWith destination URLs, anytime you made a change to your tracking information, your ads would stop running while they were re-reviewed.*

With Upgraded URLs, your ads keep on running when you make adjustments using the shared tracking templates.

*Updates made directly to Keyword, Sitelink and Ad level tracking templates will trigger an editorial review

Best PracticesIn order to get the most out of Upgraded URLs with Bing Ads, we have a few suggestions that you might find helpful along the way.

Whether you are using simple tracking or complex tracking websites, we have the solutions to make sure you are covered.

Upgraded URLs in Bing Ads V10 APIFor those customers who access Bing Ads using our API, in order to take advantage of Upgraded URLs, you will need to update to V10 API.

Other benefits of V10 API include:

• More efficient operations.• Improved overall performance.• Streamlined Ad Insight service.• Updated client libraries with new

features supported.

Increased productivity and performance

Import your Upgraded URLs using Google ImportSave time by using Google Import to directly import your campaigns from your Google AdWords account into Bing Ads, including Upgraded URLs. You can do this from the Bing Ads Web interface or using Bing Ads Editor.

Gain additional efficiencies

Bulk manage your Upgraded URLs using Bing Ads Editor 10.9.1Save time by using Bing Ads Editor to sync your campaigns and accounts, make changes or additions offline, implement Upgraded URLs and update your revisions with one click.

Version 10.9.1 update benefits:

• Large accounts display more than 2x faster.

• Large accounts can be downloaded 30% faster.

• Switching between built-in views is 2x faster.

• Finding and replacing ads is up to 4x faster.

• Memory consumption has been reduced by 70% in comparison, making it easier to run multiple programs in parallel.

Work faster and smarter

We’re here to help youVisit the Bing Ads Help dedicated Upgraded URL page to learn more.

Learn more

For advertisers and agenciesBe sure to speak with your tool provider to understand their plans for Upgraded URLs. This will ensure that you have the smoothest transition.

For tool providersPlease keep you advertisers up to date and informed regarding your Upgraded URL plans, and let them know what they can do to assist you to ensure success.

Give us feedback on how we can help you get ready for Upgraded URLs by emailing us at:

bingads-pilots@microsoft.com

Getting ready for Upgraded URLs

Appendix

Google AdWords competitive analysisUpgraded URLs elements Definition Bing Google

Final URL Landing page URL ✔ ✔

Mobile URLs Mobile landing page URL ✔ ✔

App URLs App deep linking **reserved for future use** ✔ ✔

Shared Tracking Template This contains your tracking information ✔ ✔

Customer Parameters Customize and build your own dynamic text parameters ✔ ✔

Dynamic Text Parameters {campaignid} ID of the campaign that triggered a click ✔ ✔

Dynamic Text Parameters {adgroupid} ID of the ad group that triggered a click ✔ ✔

Dynamic Text Parameters {targetid} ID of the keyword and remarketing list that triggered a click ✔ ✔

Dynamic Text Parameters {adextensionid}* ID of the ad extension that triggered a click X ✔

Dynamic Text Parameters {loc_physical_ms}* ID of the physical location that triggered a click X ✔

Dynamic Text Parameters {loc_interest_ms}* ID of the location of interest that triggered a click X ✔

*Coming soon

Supported EntitiesBing Ads entity Tracking template Custom

parameters Final URL Mobile URL

Account ✔

Campaign ✔ ✔

Ad group ✔ ✔

Text Ad ✔ ✔ ✔ ✔

Keyword ✔ ✔ ✔ ✔

Sitelink Extension ✔ ✔ ✔ ✔

Bing Shopping Campaigns ✔ ✔ ✔ ✔

Resources• Upgraded URLs are coming to Bing Ads• URLs and landing page policies• What are Upgraded URLs, final URLs, and tracking templates?• MSDN: Tracking Templates for Landing Page URLs• Bing Ads API blog• Bing Ads Developer Forum• Bing Ads Dev Center

MJ DePalmaSEM Pro Channel ManagerBing Ads, Microsoft@mjdepalma

Thank you!

Jamie ChungProgram ManagerBing Ads, Microsoft@jamiechung

Additional Questions? Don’t be shy.

Email: bingads-pilots@microsoft.com

#AskBingAds

upgraded urls workshop pt-2

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