Bing Ads Adding Support For Upgraded URLs

The roll out will occur in two stages: one for AdWords imports and a second for full availability within Bing Ads.

Chat with SearchBot

bing-ads-wordmark-offsetB-1920

In response to Google AdWords’ roll out of Upgraded URLs, Bing Ads will soon be adding support for the new tracking parameter feature to ensure a smooth process when migrating campaigns from AdWords.

In a blog post Tuesday, Jamie Chung, program manager at Bing Ads, said support for importing Upgraded URLs from AdWords will be available by early May.

The feature will then be available within the Bing Ads platform by the end of summer 2015.

When advertisers import their campaigns, Bing Ads will use any existing AdWords tracking templates to create a destination URL for Bing Ads. Note that Bing Ads cannot import URLS with custom parameters such as {_creative}=1234, for example. Any custom parameters will be skipped over during the import. (See below for additional ValueTrack support.)

Here’s a handy chart showing which type of URL Bing Ads will use on a text ad, keyword or sitelink extension during an import from AdWords:

bing ads upgraded urls supportExpanded ValueTrack Support

Bing Ads will be adding some support for the expanded use of ValueTack parameters now available in Upgraded URLs. Bing Ads will support three additional dynamic text parameters, with support for additional parameters coming at a later date. The full list of supported substitution parameters in Bing Ads is available here.

dynamic paremeter support bing ads upgraded urls

 

The next version of the Bing Ads API, set to roll out this summer, will include Upgraded URLs functionality as well.


Opinions expressed in this article are those of the guest author and not necessarily Search Engine Land. Staff authors are listed here.


About the author

Ginny Marvin
Contributor
Ginny Marvin was Third Door Media’s former Editor-in-Chief (October 2018 to December 2020), running the day-to-day editorial operations across all publications and overseeing paid media coverage. Ginny Marvin wrote about paid digital advertising and analytics news and trends for Search Engine Land, MarTech and MarTech Today. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions. She can be found on Twitter as @ginnymarvin.

Get the must-read newsletter for search marketers.