Not long after Google’s introduction of Upgraded URLs, which is a URL format that lets users change tracking parameters in existing ads without affecting the ad’s history or serving by separating the landing page from the tracking parameters, we found out that Bing Ads announced that they would be adopting them as well. AdWords folks have had the ability to import ad with Upgraded URLs from AdWords since last summer. It was on Tuesday, August 16, that Bing Ads announced Upgraded URLs. They are being rolled out for all ads in every market.
Just like in AdWords, there will be separate fields for URLs and parameters:
- Final URL – This is landing page URL only and replaces the destination URL field. A separate mobile URL can be set as well.
- Shared Tracking Template – This is where those using URL parameters for tracking add that information. Bing Ads recommends setting this at the account level. For those currently using {param} tracking to capture keywords, you should remove those and instead set up keyword final URLs.
- Custom Parameters – Advertisers can add more granular tracking information for URLs and reports. Bing Ads has a full list of available parameters to track ad clicks.
With Upgraded URLs, the character limit is 2,048, rather than 1,024 limit of destination URLs. Also, tracking templates are offering an additional 2,048 characters.
For the users who are using tracking parameters, you are able to quickly switch to Upgraded URLs from Bing Ads Editor. You’ll find that the instructions have been detailed in this support page. If you’re goth using auto-tagging and aren’t using any tracking parameters on your URLs, there isn’t any necessary action to take at this point, as Bing Ads will automatically append the UTM tag to the end of the URL.
For now, destination URLs will serve through the end of the year. The transition plans are going to be getting all advertisers migrated to Upgraded URLs in 2017.